AdWheel Awards Changes for 2017 Cycle

Transcription

1 AdWheel Awards Changes for 2017 Cycle

2 AdWheel Objectives Recognize members for outstanding marketing and communication work Share best practices Raise the profile of transit marketing and communication professionals, and showcase their value and importance to the success of transit organizations

3 How We Got to the New AdWheel Conducted survey in February 2015 to obtain feedback from APTA s Marketing & Communications Committee Held June 2015 webinar to explain proposed changes and obtain feedback Discussions at July and October 2015 APTA Marketing & Communications Committee meetings Presentations at 2016 M&C Workshop Online live-webinars 2016 Transition Cycle with new categories introduced

4 What the Old AdWheel Program Looked Like Four different member groups invited to submit Large systems, medium systems, small systems, and business members Six Categories 1. Print Media (14 First Place subcategories) 2. Electronic Media (6 First Place subcategories) 3. Campaign (3 First Place subcategories) 4. Special Event (3 First Place subcategories) 5. Social Media (2 First Place subcategories) 6. Special Recognition Award (1 First Place subcategory) In total, 113 First Place prizes, 21 Grand Awards

5 Now, the AdWheel Awards for 2017 and Beyond

6 The New AdWheel Categories Three Main Categories Aligned with APTA s Strategic Plan: 1. Best Marketing and Communications to Increase Ridership or Sales 2. Best Marketing and Communications to Highlight Transit Needs/Funding 3. Best Marketing and Communications Educational Effort (to improve safety or security, workforce development, general public information, courtesy, or other transit objective)

7 The New Subcategories and First Place Winners 1. Print Media 5. Partnership 2. Electronic Media 6. Shoestring Tactic 3. Special Event 7. Comprehensive Campaign 4. Social Media Entry group divisions (by system size) remain the same. 84 total First Place winners recognized at the annual Marketing and Communications Workshop every February

8 New AdWheel First Place Awards A First Place Award will be presented to the top scoring entry in each of these subcategories Print Electronic Media Special Event Group Group 1: <4 million annual passenger trips Group 2: 4-20 million trips Group 3: >20 million trips Group 4: Business Members Category Ridership or Sales Educational Effort Transit Needs/Funding Social Media Partnership Shoestring Tactic Comprehensive Campaign

9 The New AdWheel Grand Prize Winners Contestants for Grand Prizes will be the First Place winners in the Comprehensive Campaign subcategory, and the top two highest rated First Place winners from the other subcategories. 1. Grand Prize: Best Marketing and Communications to Increase Ridership or Sales 2. Grand Prize: Best Marketing and Communications Educational Effort 3. Grand Prize: Best Marketing and Communications to Highlight Transit Needs/Funding X 4 Group Sizes = 12 Grand Prize winners recognized at the APTA Annual Meeting AdWheel Awards Ceremony

10 Three First Place Winners Advance in Each Category The top comprehensive campaign will always advance Comprehensive Campaign Electronic Media Special Event Group Category Social Media Partnership After the comprehensive campaign, the top two scoring First Place winners advance to compete for the category Grand Prize Shoestring Tactic Print

11 First Place Competition The 2017 AdWheel Calendar Call for entries (October 10, 2016); Deadline (November 14, 2016) First Place judging (November-December 2016) Notification of First Place Winners (Early January 2016) First Place Winners honored at 2017 Marketing and Communications Workshop (February 2017) Grand Prize Competition Grand Prize judging (Spring 2017) Notification of Grand Prize Winners (Early Summer 2017) Grand Prize Winners honored at Annual Meeting (October 2017)