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Entering the FE First Awards 2012. Making the most of your entry. Welcome - contents. Introduction Awards categories Benefits of entering The basics Judging Evaluation More detail on the individual categories Questions. FE First Awards 2012 (1). Internal Communications Campaign

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entering the fe first awards 2012

Entering the FE First Awards 2012

Making the most of your entry

welcome contents
Welcome - contents

Introduction

Awards categories

Benefits of entering

The basics

Judging

Evaluation

More detail on the individual categories

Questions

fe first awards 2012 1
FE First Awards 2012 (1)

Internal Communications Campaign

Communications Campaign

Magazine Publication

Collaboration

Public Relations Campaign

Market Research

Website, sponsored by femarketing.co.uk

New - Digital Communications Campaign, sponsored by Blackboard Connect

fe first awards 2012 2
FE First Awards 2012 (2)

Marketing to Business & Employers

Apprenticeships Campaign

Higher Education Campaign

16-19 Campaign, sponsored by Net Natives

General Full-time prospectus*

New - Marketing Team of the Year*

The Further Education Marketing Professional of 2012*

* = only open to current College Marketing Network members

why enter the awards
Why enter the Awards?

To reflect on and learn from what you have achieved

To gain recognition both internally and externally

To compare and measure yourself with colleagues

the basics 1
The basics (1)

Closing date: 26th September 2012

Awards night: Monday 26th November 2012 at the CMN Gala Dinner

Attend just for the gala dinner – costs available for the dinner or DBB – or attend the full conference with gala dinner included

Gold, Silver & Highly Commended Awards can be made in most categories: shortlisted colleges are invited to attend the gala dinner in advance

In the FE Marketing Professional category, only one award will be made

the basics 2
The basics (2)

The following items MUST be included with your entry:

1 awards entry form to cover all the categories you enter (published in the Awards brochure and on the website);

A purchase order number or cheque for the entry fee for the total number of entries;

3 copies of each category submission, including any prospectuses, brochures or campaign literature, in 3 separate folders;

A completed executive summary at the front of each of the three copies of your entry.

the basics 3
The basics (3)

Individual proforma entry forms – for all categories except Marketing Team of the year and FE Marketing Professional.

For these 2 categories, there are criteria listed on the website www.m-network.org, in the document “Extra information for entrants.”

Answer the questions and provide the requested information/background – concisely.

Use plastic document pockets sparingly.

the judging 1
The judging (1)

60/40 split – your submission makes all the difference

Relation to strategic plan/marketing plan

SMART objectives + assessment of how far they’ve been met

Executive summary

Evaluation

Feedback

the judging 2
The judging (2)

Entries processed at CMN office

Sent out to judges

Results received back during October

Awards and certificates produced

Judges invited to gala dinner and to feedback session at conference

Feedback sent to entrants

evaluation
Evaluation

Key to success of your entry

Objective, robust, justifiable

Assess your SMART objectives honestly

Give figures, quotes with provenance, research results, etc

Use evaluation of previous project(s) to show rationale for current entry

Use appendices for questionnaires, full results, etc.

Use the last section of the entry form to assess lessons learned

aims and objectives what s the difference
Aims and objectives – what’s the difference?

Aims: the overall aims for your project/ campaign/publication/website….

eg. to establish your new brand in the community

Objectives: the measurable steps you’ll take to reach your aims…

eg. to research brand options by…; to achieve 90% new brand recognition by …; to launch the new branding on …; to develop a new website using the new branding by…, etc.

smart objectives
SMART objectives

S - Specific

M - Measurable

A - Achievable

R - Realistic

T - Time-defined

the categories common elements
The categories: common elements

Make target audience clear

Why, what, when, how, who?

Research & rationale

SMART objectives, honestly assessed

Originality and creativity – but is it a success?

Evaluation

the entry document common elements
The entry document: common elements

Executive summary

Use the correct proforma/follow the criteria for Team & FEMP Awards

Be clear & concise – note guideline wordcounts

Make documents and appendices easy to read – beware the use of plastic pockets!

marketing team of the year award
Marketing Team of the Year Award

Only open to CMN member colleges

No proforma entry form

Entry must include:

A team structure and brief outline of roles and responsibilities;

An outline of the marketing team’s priorities for the past year, with reference to the college’s Strategic Plans, the marketing plan and any other relevant context;

Brief discussion of team deployment to meet these priorities, and how effective they have been, including any evaluation which has been carried out;

A detailed description of a major team project which has had a measurable impact on the college;

A brief discussion of lessons learned and evaluation of the team’s impact; any plans for future developments in the light of the year’s achievements; objective endorsements and testimonials by third parties where relevant.

fe marketing professional award
FE Marketing Professional Award

Only open to CMN member colleges

No proforma entry form

Entry to be made by line manager or equivalent

Entry must include:

Brief CV/outline of responsibilities and experience

Details of specific project which has had measurable impact on college

notes on other categories
Notes on other categories

Internal Communications:

Aimed at staff OR students OR both – make it clear

Show the impact – objectively

Communications Campaign

Multi-channel comms campaign with a strategic aim

Not mainly PR

Scope, planning, channels, impact, outcomes

notes on other categories 2
Notes on other categories (2)

Magazine Publication:

Any publication in this format – and why this format?

Relevance to target audience/design for purpose

Collaboration

Partners/project? – roles, targets, aims

Ongoing? Interim report?

Levels of evaluation? – explain

notes on other categories 3
Notes on other categories (3)

PR Campaign:

Reputation-building

Background, objectives, coverage, achievements

Market research

Foundation of effective marketing

Internal/external – in-house/commissioned

How has it been used?

notes on other categories 4
Notes on other categories (4)

Website:

Winner may not be the best ever website… it’s the journey….

Innovation, clarity, ease of navigation, collection of marketing data, analysis of effectiveness, interactivity, customer focus….

Digital Communications Campaign:

A definable, discrete campaign within a time period for a specific aim

Integration and innovative use of media

Coherent strategy, common message

notes on other categories 5
Notes on other categories (5)

Marketing to Business & Employers:

Links with Business Development Unit?

Research? Media? Impact?

Strategic planning?

Apprenticeships Campaign

Aimed at employers, young people, both?

Links to Strategic plan/college priorities

Range of media?

notes on other categories 6
Notes on other categories (6)

Higher Education Campaign:

Large or niche provision? – rationale and research

Market analysis, college’s strategy, comparative numbers of applicants

Differentiation

16-19 Campaign

Recruitment campaign – or not

Relevance to target group

Responses and feedback, evaluation and outcomes

notes on other categories 7
Notes on other categories (7)

General Full-time Prospectus:

Marketing NOT a design award – product must be backed up by the submission

Only open to colleges in current membership of CMN

Evidence of impact – numbers, focus groups

New approaches – how does it link to other channels?

Concept, design, market testing

questions
Questions…..

Email office@m-network.org

Phone 01772 257833

Rachel Smith

Chief Executive

College Marketing Network