FOR INFORMATION FOR ONLINE ENTRIES

Transcription

1 FOR INFORMATION FOR ONLINE ENTRIES

2 2015 LANTERN AWARDS OF TEXAS Celebrating 27 Years of Marketing Excellence BMA Houston created the Lantern Awards of Texas more than two decades ago for one sole purpose to highlight top-quality creative and strategic business-tobusiness communications. Now, as Texas premiere awards event, the Lantern Awards of Texas recognizes the year s finest B2B work at its annual gala. Come and celebrate marketing excellence with your fellow marketing professionals. Entries are due in September for the previous year s work and awards are announced at our prestigious Lantern Awards Gala Exhibition and Dinner on Thursday, November 19, 2015, at the Hyatt Regency Houston Galleria. Congratulations to all of the award recipients in 2014! SPONSORSHIP PACKAGES Sponsorships are going fast, but opportunities are still available! Contact Diana Salerno today to get involved Diana@bmahouston.com QUESTIONS For additional information, call or laura.heidbreder@c-a-m.com or emily.canon@c-a-m.com

3 WHO CAN ENTER? All marketers and producers of B2B communications for industry or professional audiences, including shareholder communications, within the state of Texas are eligible to enter the Lantern Awards of Texas competition. This includes non-profit fundraising directed toward corporate donors as well as BMA members and non-members alike. Review all of the categories to determine how to best enter your work. Entries are limited to business-to-business communications. No consumer marketing materials will be accepted. WHAT TO ENTER? All entries must have been produced in Texas or for use by a Texas company and implemented in the United States between September 1, 2014 through August 31, Entries entered into previous Lantern Awards of Texas competitions are ineligible. All entry forms must be filled out and submitted online. Negligence to do so will result in disqualification. PREPARING YOUR ENTRY ONLINE Content included in your entry must conform to the following specifications: 1) Clearly indicate the category in which you want your work to compete. 2) Write a 500 character description of the criteria: selling proposition/objectives, target audience/strategy/implementation, creativity, and results. 3) For each entry, upload a 2500 x 2500 pixel image of your board. (if you are uploading multiple files per entry, archive them into one zip file before uploading) 4) For all entries in Categories A - D, and some in M, N, O, and Q, video file(s) or web link(s) illustrating why the entry should win in that award category should be submitted online with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. (unlimited number of web links with your submission) Each entry also must include: 1) A printed entry form (can print by clicking on the printer icon next to the complete submitted entry name on the dashboard) glued or taped to the back of the board (do not use folders or envelopes), and 2) An additional copy of each entry form as well as the entry manifest form in a separate envelope. Entries may be submitted in more than one award category individual campaign components can be entered both as single elements and as a group in a campaign category. Entry fees are calculated based on the number of entries and the number of categories into which they are entered (i.e., a single entry submitted in two categories will incur two entry fees). ALL entries must include a display board for the Gala and Exhibition. Boards must be mounted per regulations below. ALL award winners are requested to attend the Gala and Exhibition for recognition. Entry board specifications: ALL entries must be submitted on a landscape 30 w by 20 h rigid black board(s) for the Gala and Exhibition. Utilize the space on each board to best tell the story for each entry. No oversized boards accepted. If the entry exceeds three (3) boards, $25 will be charged per additional board. Leave a 2 x 3 safety area on the bottom right front corner of the board for entry labeling. If 3D objects, binders, magazines, brochures, etc., cannot be securely affixed to the board, mount photographs/images of the pieces and include the items in a separate container. Clearly mark the separate items with entry number to avoid separation from entry details. Package boards together and clearly label each board with the entry number and board number (1 of 3, 2 of 3, etc.) to prevent separation in handling. Late entries can be submitted by the extended deadline for an extension fee of $100 per entry. THANK YOU TO OUR PLATINUM PARTNERS

4 Entry Fees Entry fees apply to each entry per award category. BMA Chapter Members Single Entry: $125 Up to 10 Entries: $100 each 11 Entries or More: $90 each Non-Members Single Entry: $175 Up to 10 Entries: $150 each 11 Entries or More: $135 each Each entry is limited to three (3) boards. More than that will incur a $25 fee per additional board. All payments should be made online with your entry form submissions. Entries are due by 4:00 pm, Friday, September 25, Late entries can be submitted by 4:00 pm, Friday, October 2, for an extension fee of $100 per entry. Where to Bring your Entries Please send all entries to: Attn: LANTERN AWARDS Skyline Displays of Houston 7885 Northcourt Road, Suite 100 Houston, Texas Judging Criteria The Lantern Awards Committee assembles a celebrity panel of B2B marketing professionals from BMA chapters nationwide to judge our competition. Judging is a key reason why the Lantern Awards have been recognized as Houston s most prestigious marketing and advertising awards competition dedicated solely to the B2B industry. The selected judges dedicate their time and expertise to participate in a rigorous process of judging the contest entries and selecting award recipients. Each entry is independently reviewed by each judge and scored in four categories: 1) Selling Proposition/Objectives: What was your intended goal for the marketing piece, including planned time frame for the marketing message and expected measurable results? 2) Target Audience/Strategy/Implementation: Who is selling what to whom and why might they be interested? How was it used within the strategy created? What KPI was used? 3) Creativity: Does the creative work address your intended goal? Is the style of the creative work well suited for the audience? Is there something unique and memorable about the creative elements? How does it stand apart from competitors? 4) Results: What were the specific, measurable, behavioral results as related to the original objective? Use statistics and tracking data such as words, pictures, objects, and numbers. Using the KPI mentioned, describe your results. The judging scores for each entry are tallied into a total cumulative score, which is used to determine winners of Lantern Awards and Awards of Excellence. The judges reconvene to select Rookie of the Year, Agency of the Year, Best of Oil & Gas, Best of Show, and Judges Choice from Lantern Award winners. Awards A Lantern Award is given to the highest scoring entry out of all Awards of Excellence within each category. Only one Lantern Award is presented per category, however, one is not necessarily granted for every category. An Award of Excellence is presented to the next highest ranked piece(s) in recognition for marketing excellence within each category. Special Awards Selected from individual category Lantern Award winners, either by the judges or gala attendees. Rookie of the Year: Selected by judges from first-time entrants receiving a Lantern Award Agency of the Year: Selected by judges from agencies receiving a Lantern Award Best of Oil & Gas: Selected by judges from overall Lantern Award winners Best of Show:* Selected by judges from overall Lantern Award winners People s Choice: Selected during the gala by attendees from all displayed entries Judges Choice: Selected by the judges for an entry that did not win a Lantern Award, but the judges felt was deserving of special consideration *The Best of Show award winner may continue on to compete in the international Business Marketing Association s B2 Awards courtesy of BMA Houston. The BMA B2 Awards is a nationwide competition among BMA organizations all over the world which recognizes and honors business marketers for innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business strategy, new media strategy and successful new product and service introductions. All winning entries will be revealed on November 19, 2015, at the Lantern Awards Gala Exhibition and Dinner. One award will be presented for each winning entry. Additional copies of awards may be purchased after the awards presentation. Contact info@bmahouston.com for details. THANK YOU TO OUR LANTERN AWARDS SPONSORS SMART Sponsor Rookie of the Year Award Sponsor Best of Show Award Sponsor Creative Sponsor Print Sponsor Lifetime Achievement Award Sponsor

5 CATEGORIES Category A: Digital Marketing Targeted, measureable, and interactive marketing using digital technologies. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. A1 Microsite: Web pages that function as auxiliary supplements to a host site A2 Website (Budget under $25,000): A set of related web pages containing content such as text, images, video, audio, etc. A3 Website (Budget $25,001 to $50,000): A set of related web pages containing content such as text, images, video, audio, etc. A4 Website (Budget over $50,000): A set of related web pages containing content such as text, images, video, audio, etc. A5 Mobile/smartphone app: Application that performs a specific function on a handheld device A6 Banner or button ad (single or campaign): Video, text, or static (such as GIF or Flash), including floating, fold-over, peel-back, and expandable (must show 2-3 pieces if campaign) A7 campaign: More than one directed to a specific audience (must show 2-3 pieces from campaign) Category B: Video Recorded continuous motion. Please edit length to the best or most representative five-minute segment. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. B1 Video, corporate overview B2 Video, promotional (new service, product, etc.) B3 Animation (2D or 3D) or motion graphics: Recorded series of still images compiled to create the illusion of motion Category C: Social Usage of social media channels such as Twitter, LinkedIn, Facebook, YouTube, or other social media networks, blogs, forums, or word of mouth. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. C1 Integrated social media campaign (3 or more social media channels): Marketing campaign devoted to gaining website traffic or attention through 3 or more social media channels C2 Integrated social media campaign (2 or fewer social media channels): Marketing campaign devoted to gaining website traffic or attention through 2 or fewer social media channels C3 Blog: Blog published by or on behalf of an organization on a routine basis, or a report specifically addressing an issue C4 Webinar, webcast, or podcast: Broadcast presented over the Internet (live or pre-recorded), or routine chronological commentary videos C5 Interactive presentation: PowerPoint, Keynote, PDF, Flash, or HTML5 C6 YouTube page: Branded home page for a YouTube account Category D: Broadcast Marketing done on the radio or television. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. D1 TV commercial (single or campaign) D2 Radio commercial (single or campaign) Category E: Print Advertising using newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium. Budget should include all production and implementation aspects, such as creative and placement costs, etc. E1 Fraction page advertising (single or campaign): Must show 2-3 pieces if campaign E2 Full page or spread advertising (single) Budget under $50,000 E3 Full page or spread advertising (single) Budget over $50,000 E4 Full page or spread advertising (campaign) Budget $50,000 or less: Must show 2-3 pieces E5 Full Page or spread advertising (campaign) Budget over $50,000: Must show 2-3 pieces E6 Original photography E7 Original illustration: Hand-drawn or computer-generated art Category F: Outdoor and Large Format F1 Billboard or large banner (single or series): Displayed in an airport (must show 2-3 pieces if series) F2 Mass transit or vehicle graphic (single or campaign): Must show 2-3 pieces if campaign Category G: Tradeshows and Special Events Include photos, floor plans, and any other related materials. G1 Small tradeshow exhibit (500 sq ft or less): This includes a backwall, tabletop exhibit, kiosk, etc. G2 Large tradeshow exhibit (over 500 sq ft): This includes a peninsula, island, etc. G3 Tradeshow campaign: Total campaign communication and exhibit details G4 Fixed installation: Displayed in a building lobby, etc. G5 Themed special event (internal or external): Event organized for a specific audience, such as employees or customers Category H: Newsletters and Magazines Routine publications published in print or electronically for an external audience. H1 Newsletter, print or electronic (16 pages or less): Must submit 2-3 issues H2 Magazine, print or electronic (regular publication over 16 pages): Must submit 2-3 issues H3 Custom-published magazine, print or electronic: Single-edition magazine supplement Category I: Sales Enablement Tools Brochures, catalogs, datasheets, or packages that enable sales. If the piece is too heavy to attach to a display board, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. I1 Capabilities booklet or brochure (4 pages or less) I2 Capabilities booklet or brochure (over 4 pages) I3 Product, equipment, or parts catalog I4 Technical sheet or bulletin (single or series): Must show 2-3 pieces if series I5 Sales package or media kit: Package of information about a company I6 Promotional item (Budget $20 each or less) I7 Promotional item (Budget over $20 each)

6 Category J: Direct Mail Advertising sent by mail. If the piece is too heavy to attach to a display board, attach photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. J1 Flat direct mail piece (single or campaign): Must show 2-3 pieces if campaign J2 Dimensional direct mailer (single or campaign): Must show 2-3 pieces if campaign Category K: Corporate The brand or identity incorporating both the relationship between a customer and a business as well as the look and feel of the business. If the piece is too heavy to attach to a display board or contains confidential information, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. K1 Branding or rebranding campaign: National or global program to establish or refocus a company or product brand image (must show 2-3 pieces) K2 Identity standards/manual: The visual aspects that form part of the overall brand K3 Logo design K4 Tagline K5 Annual report Category L: Internal Communications The intent to create a cultural shift within an organization, where the employees become more customer-focused and more businessfocused. If the piece is too heavy to attach to a display board or contains confidential information, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. L1 Internal branding program: Program defining the image of the organization for employees and providing guidance for their actions L2 Internal newsletter or magazine (print or electronic): Regular publication delivered to employees (must submit 2-3 pieces) L3 Internal video (single or periodic): Regular video (live or prerecorded) delivered to employees (must submit 2-3 videos) L4 Internal communications strategy: Strategy to communicate to employees within an organization Category M: Public Relations Coordinated B2B public relations effort that supports products, a division, or company. Entries that may be submitted can include the following items: media relations campaign results, press releases, press conferences or media tours, analyst relations results/briefings, media kits, new product introductions/announcements, community relations efforts, investor relations communications, and video segments of broadcast coverage. If the piece is too heavy to attach to a display board, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. M1 Public relations campaign: Must submit 3 or more items from the list above M2 Single PR effort: Must submit 1 item from the list above M3 Media kit Category N: Non-Profit Services performed or produced for a non-profit organization communicating to a business audience. Entries that may be submitted can include the following items: complete advertising campaign, individual advertisements, literature/printed materials, identity materials (logos/letterhead), direct mail, radio, TV, web, video, and public relations strategy. If the piece is too heavy to attach to a display board, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. N1 Non-profit campaign: Must submit 3 or more items from the list above N2 Single non-profit effort: Must submit 1 item from the list above Category O: Integrated Marketing Communications Program Programs that support products, a group of products, a division, or company using an integrated strategy. Entries that may be submitted can include the following items: magazine, outdoor, newspaper, radio, TV, and digital advertising; sales literature; direct marketing; public relations; trade show; video production; interactive media; and sales promotion/merchandising materials. If the piece is too heavy to attach to a display board or contains confidential information, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. O1 Integrated marketing communications program (Budget $50,000 or less) O2 Integrated marketing communications program (Budget $100,000 to $200,000) O3 Integrated marketing communications program (Budget over $200,000) Category P: Market Research Researching the elements of the marketing mix, competitors, markets, etc., dealing with customers. If the piece is too heavy to attach to a display board or contains confidential information, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. P1 Qualitative and/or quantitative research project: Include data such as words, pictures, objects, or numbers Category Q: Agency Promotion Agency promotion of its capabilities to a business audience. If the piece is too heavy to attach to a display board, attach sample pages or photo(s) and include a sample separately for judging. Clearly mark the separate items with the entry number to avoid separation from entry details. Post link(s) along with any required login/password to link(s) field on entry form. If a program does not run, or the link fails to work, it will not be judged. Q1 Total campaign: A comprehensive campaign using a combination of marketing tactics Q2 Advertising (print or online): Communications to engage or persuade an audience Q3 Sales literature: Communications to describe capabilities or product/service features and benefits Q4 Website: Set of related web pages containing content such as text, images, video, audio, etc. Q5 Video: Recorded continuous motion Q6 Social media: Usage of social media channels such as Twitter, LinkedIn, Facebook, YouTube, or other social media networks, blogs, forums, or word of mouth

7 FAQS 1) How do I get help with my entries? First, review the Entry Rules and the FAQ sections. If your question remains unanswered, us at laura.heidbreder@c-a-m.com or emily.canon@c-a-m.com. 2) How do I pay for my entries? Can I pay for my entries separately? All entries should be paid for online. Once the entry form is submitted, you will have the option to pay for that entry or you can pay for all of your entries at once. 3) How do I submit my company s entries? Visit lanternawardsentry.com and log in or create an account. Click on My Entries to submit your entries. 4) Do all entries require a display board, even the digital ones? Yes. If your entry wins an award, we will display your board at The Lantern Awards Gala Exhibition and Dinner. 5) What size and type of board should I use for my entry? See Entry Rules. 6) How do I mount my entry to a board? See Entry Rules. 7) I have a website or video, how do I submit these types of entries? Review the categories to find the best fit for your entry. Complete the entry form by filling in all required information. Enter the video file(s) or web link(s) with any required login/password to link(s) field on entry form. You may submit an unlimited number of links with your submission. 8) The entry forms are setup for online submitting, however BMA requires me to attach printed forms to the boards. Do you have a pdf form that you can send me in order to make the prints? You can view and print or save all entry forms you have completed within My Entries. To print the entry form, click the printer icon next to the complete submitted entry name. 9) I have more than one person submitting entries. Can we submit the entries at different times and then pay for them all at once? If you want all entries to be logged under the same account, all users must login with the same user ID and password when completing entry forms. Only one user can be logged into the account at a time. Entries do not have to be submitted under the same account to be paid for together. Be sure to list all entry numbers being paid for in the payment form. 10) Can I submit the same art in more than one category? Yes, however, each entry requires its own entry form and entry fee. 11) Who should be listed in the contact details on the entry form? These contact details are in place so that the Lantern Awards Committee knows whom to contact if there are any questions about your entry. The contact information will default to the first person entered, however, it does not have to be the same person for every entry. This is also the person who will be contacted regarding winning entries. 12) Why is there a 44 character limit to the company name and the title of the entry title? This information is used for printing the winning entry Company Name and Title on the Award itself. BMA is limited to 44 characters on both the Lantern Award and the Award of Excellence. 13) How are entries judged? See Entry Rules. 14) Do I have to fill out all four criteria sections? Thoroughly completing all of the criteria, selling proposition/objectives, target audience/strategy/implementation, creativity, and results, is the best way to help the judges properly score your entry. For best results, be brief but as descriptive as possible. 15) When a category lists a budget, what does the budget include? Budget includes the entire ad campaign budget (cost of creative, placements, etc.). Rationale on where the ads were placed, how effective they were, what response was received, etc., as well as the rationale behind the creative, is all taken into consideration by the judges, so include as much detail as possible. 16) I have a 3D package design with multiple components. Do I mount artwork on the black boards as well as mail the 3D box separately? We have two options, depending on the actual shape and size of the package: 1. If it is easily mounted, go ahead and mount the box and the contents on the board. 2. If it is a larger 3D piece and not easily mounted, mount photographs of the item(s) and include the entire package separately. We suggest enclosing the package in a bag or some type of container. Deliver the package with your mounted entry and include an additional copy of the Entry Form to avoid misplacement. 17) I have an odd-sized, multipage printed item to enter (such as a calendar, magazine, catalog, or annual report), but I am not sure how to mount it. What would you suggest I do to make sure I meet the required guidelines? If the piece is lightweight, include the entire printed piece in a secured pocket mounted to the board so that the judges can take it out and look through the pages of the document. You may also consider displaying inside pages from the item on the board. 18) In some categories, you request 2-3 pieces from a campaign or a series be submitted. What does this mean? A campaign or a series must have 2 or more pieces to be defined as such. The judges need to see an appropriate sampling of either to properly score the campaign or series. 19) We have a campaign entry that includes both web and print. Should we submit the website and the printed piece separately or together? This could actually be two separate entries under individual components (one for print and one for web) or submitted together as a total campaign (to include both components together). You can include the other components to help with the rational behind the entry, but each entry will be judged within the category entered. 20) Why is there a word count limit for each section of the criteria? Judges ask that you be descriptive but brief when describing your entry. 21) I want to submit a departmental annual report that was for both internal and external consumption. The only category I can see that this would fit into is the annual report under Category K. This report was subject-limited rather than of the entire company. What category does it fall under? That would still be fall under the Annual Report category (K5). In your entry rationale, be sure to note that it is a piece of the annual report and not a full-blown annual report. 22) I have a digital entry and my site requires a login to view. What do I do? Include the necessary login details with the entry form in the link(s) field. If you need to setup a temporary password, make sure it stays active through the end of judging. 23) What is business-to-business (B2B)? Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. B2B marketing materials that are created by individuals or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Any business-to-consumer entries will automatically be disqualified without refund.

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