40th annual hall of honor communications awards · 2016. 3. 22. · page | 2 40th annual hall of...

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March 2016 TO: IAFE Fair Members FROM: Advertising, Promotions and Public Relations Committee

40th Annual Hall of Honor Communications Awards

Sponsored by

Each year the committee is tasked with reviewing the rules and regulations for the Hall of Honor Communications Awards. Please read and follow the rules and instructions carefully as there have been revisions. All entries that do not adhere to directions are subject to disqualification. Also, please note the deadline for submitting entries is Oct. 3, 2016. In addition, please note that each fair must complete the online registration process at www.iafecontest.com. Entries should have taken place during the current calendar year, or the most recent fair, exposition, show or exhibition completed. If your event ends in October 2016, please contact the IAFE Office to discuss submission options. Entries are judged by the Advertising, Promotions and Public Relations Committee. Media and Ad Agency Representatives may serve on the panel of judges. Judging is scheduled for Oct. 18-19, 2016, in Springfield, Mo. The Web and Technology Committee will assist with Website, Mobile Website and App judging, which takes place throughout the year. If you are interested in joining the committee or becoming a judge, please contact the IAFE Office. All winning entries will be presented to the delegates during the 126th Annual Convention in Las Vegas, Nov. 27-30, 2016. Every fair attending the 2016 Convention will receive a USB flash drive containing the first three winners in most categories for the Communications Awards, Agricultural Awards, Sponsorship Awards and Competitive Exhibits Awards. The flash drives, provided by the North Carolina State Fair, should serve as a shareable resource bank. These category winning entries will also be available in the IAFE On-Line Library. The IAFE would like to thank K&K Insurance for their continued support and generous sponsorship of the Communications Awards.

ENTRY DEADLINE: OCTOBER 3, 2016

Questions? Feel free to contact the IAFE office at 800-516-0313

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40th Annual Hall of Honor Communications Awards

The Communications Awards consist of competition in 21 categories among fairs, which are divided into five divisions

according to attendance. Plaques, one for each division, will be awarded to the winners during an awards ceremony

before the IAFE Annual Convention delegates.

PURPOSE:

The purpose of this competition is to improve the advertising and publicity programs of fairs and to provide recognition

for those fairs doing an outstanding job.

CATEGORIES:

1. Television

2. Radio

3. Newspaper Ad — Black & White

4. Newspaper Ad — Color

5. Magazine Ad

6. Single Brochure/Flyer

7. Electronic Newsletter

8. Printed Promotional Material

9. Commemorative Poster

10. Promotional/Advertising Poster

11. Miscellaneous Marketing/Promotional Display or Piece

12. Promotional Advertising — Outdoor

13. Web Advertisement

14. Unique Advertising Specialties/Merchandise/Souvenirs

15. Overall Social Media Campaign

16. Overall Mobile Campaign

17. Promotional Event

18. Website*

19. Mobile Web*

20. App*

21. Best Marketing Campaign

*Categories 18, 19 & 20 — judged online throughout the contest year by both Advertising, Promotions, and Public

Relations Committee and Website & Technology Committee (see category rules)

Judges’ Creative Award

Judges may select, from any entry submitted, a Judges’ Creative Award. The item shows creativity, originality, innovation,

and superiority to all other entries. The idea or concept should be one that may be replicated (in a larger or smaller

format) by any fair, show, exhibition or exposition. Disqualified entries do not qualify for consideration of the Judges’

Creative Award.

Best of Show Award

The judges will select as Best of Show the fair scoring the highest total in three separate categories (Best Marketing

Campaign excluded). A special award will be presented to the Best of Show winner.

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ENTRY SUBMISSION PROCESS:

All fairs participating in the contest must register their entries at www.iafecontest.com, prior to sending their entries.

You will be registering the entries you will be sending to the IAFE office for judging. You will be required to create an

account which is NOT associated with your www.fairsandexpos.com log-in. See below for registration process.

1. Register Online

a. Create an account at www.iafecontest.com. Note: If your fair entered the 2015 contest, you will already have an

account. If your fair entered in 2014 but not in 2015 an account was established for someone with your

organization and that person was emailed login instructions. Please contact Lori at [email protected] or

800-516-0313 if you have questions.

b. Register online for all categories in which each entry will be submitted. This must be done prior to shipping

entries.

2. Mail/Ship Entries — Entries must be received by Oct. 3, 2016

a. Follow instructions below to prepare physical entries.

b. Mail or ship (FedEx, UPS, etc.) to IAFE office for arrival no later than Oct. 3, 2016.

GENERAL RULES:

• Only one entry per category

• All entries should have been used to market a Fair, Exposition, Show or Exhibition that took place in 2015 or in 2016

• Entries that were category winners (1st, 2nd, or 3rd) for the 2015 Communications Awards are not permitted

• Non-English — A translation script for any entry not in English must be provided

OUTLINE/SYNOPIS PROCEDURES:

• Font: Times New Roman

• Font Size: 12 point

• Spacing: Double spaced

• Page Size: 8 ½" x 11"

MOUNTING PROCEDURES:

• Board Size: 14" x 22"

• Board Weight: Medium weight poster board

• Board Color: Black

• No border or trim

• (See www.fairsandexpos.com for graphic depiction of mounting procedures.)

• Please do not use foam board.

• An oversized entry must be folded to fit on the board in a manner that allows viewing of the entire entry.

• The use of paper or plastic sleeve or a pocket made of black poster board, securely mounted on the board, to hold the

removable, folded entry is recommended.

• Entrants must not add fair logos, identifying marks, any type of explanation of the entered piece, or any other

extraneous information on the face of the board unless otherwise noted in the rules.

• Only item(s) to be judged should be mounted. (At the discretion of the committee, improperly mounted entries may

be disqualified.)

• Identifying label: A plain white mailing label must be placed ON THE FRONT of the entry (notebook/binder/photo

poster) in the lower right corner (see drawing) with fair name, state/province, division size, and category number.

Example:

a. San Diego County Fair

b. California

c. Division 5

d. Category 3 — Newspaper Ad — Black & White

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Submitting entries in digital format for USB flash drive

• The North Carolina State Fair will be making it possible for every fair attending the 2016 IAFE Convention to receive

a USB flash drive which will contain the top three winning entries in most categories (except Categories 1, 2, 9, 10, 13,

14, 18, 19, 20 and 21). Please take a few extra minutes to copy digital files of all your entries onto a single CD or Flash

Drive to accompany your entries.

Judging

• In addition to the Advertising, Promotions, and Public Relations Committee, media and ad agency representatives

may judge entries, as well as the Web & Technology Committee for Categories 18, 19 & 20.

• Judging takes place in Springfield, MO., prior to the Annual Convention.

• At the judges’ discretion, an entry may be transferred to the appropriate category if a fair has entered it into an

incorrect category and the new category has not been judged. This will be done only when doing so will prevent

disqualification of the entry.

• Entries not meeting minimal standards may not be placed at discretion of the committee.

• Entries will be judged according to the following criteria, except for Categories 18, 19, & 20.

Is the Advertising?

1. Motivational

2. Informative

3. Indicative of creative excellence

4. Appropriate to activities, audience and media used

5. Utilizing a central theme

6. Indicative of production excellence

CATEGORIES AND RULES

Category 1 — Television

• Submit on DVD or USB/Flash Drive

• Total Running Time Limit: Maximum of 60 seconds (can be one spot, or multiple, but not more than 60 seconds

total).

• Identify the following on the entry:

º Name of fair

º Number of spots

º Length of spot(s)

• TV ad can be submitted on a DVD or USB/Flash Drive; MUST be submitted in an envelope or CD case that identifies

your fair, state/province, division, and the category being entered.

• A written English translation must be provided if another language is used on the entry.

Category 2 — Radio

• Submit on CD or USB/Flash Drive

• Total Running Time Limit: Maximum of 60 seconds (can be one spot, or multiple, but not more than 60 seconds

total).

• Identify the following on the entry:

º Name of fair

º Number of spots

º Length of spot(s)

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• Radio ad can be submitted on a CD or USB/Flash Drive; MUST be submitted in an envelope or CD case that identifies

your fair, state/province, division, and the category being entered.

• A written English translation must be provided if another language is used on the entry.

Category 3 — Newspaper Ad — Black & White

• Entry MUST include the following:

º Ad Limit: 1 (black & white as well as gray screen ads allowed).

º Board Limit: 1

º Mounted *see mounting procedures for more information

º Actual ad clipped from paper (just the ad itself).

º Actual publication name and date clipped from paper (mounted on front of board with ad).

• Acceptable Formats:

º Single sheet, two sided newsprint ads

º Spadeas

º Double trucks

º Spreads

• Entry can NOT include the following:

º Surrounding editorial or other unrelated advertising

º Newspaper supplements

º Scrapbooks featuring press releases

º Editorial of any kind, including paid editorial content

º Premium booklets/lists or ads included in a premium booklet/list

º Inserts

• Digital Procedure — Submit copy of ad in PDF format (can be the proof received from agency or publisher) on CD or

USB/Flash Drive. Title folder “Communications Cat-3”

Category 4 — Newspaper Ad — Color


º Ad Limit: 1 (any single or full color ad).

º Board Limit: 1


º Actual ad clipped from paper (just the ad itself).

º Actual publication name and date clipped from paper (mounted on front of board with ad).


º Single sheet, two sided newsprint ads

º Spadeas

º Double trucks

º Spreads





º Editorial of any kind, including paid editorial content

º Premium booklets/lists or ads included in a premium booklet/list

º Inserts


USB/Flash Drive. Title folder: “Communications Cat-4”

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Category 5 — Magazine Ad


º Ad Limit: 1

º Board Limit: 1


º Actual ad clipped from magazine (just the ad itself).

º Actual publication name and date clipped from magazine (mounted on front of board with ad — does not need to

be the entire cover, just the name and date).


º Single sheet, two sided magazine ads

º Spadeas

º Double trucks

º Spreads





º Tear sheet editorials

º Public relations articles

º Inserts


USB/Flash Drive. Title folder “Communications Cat-5”

Category 6 — Single Brochure/Flyer

(Intended for distribution to the general fairgoing public, free of charge)


º Item Limit: 1

º Original art or final product.

º Sheet Limit: 1; with or without folds

º Board Limit: 1

º Mounted — please use a sleeve (DO NOT GLUE ITEM TO BOARD) *see mounting procedures for more information

º Typed explanation of distribution method mounted to the back of the poster board


º Newspapers

º Newsletters

º E-newsletters

º Media kits

º Poster

º Business to business solicitation piece

• Digital Procedure — Submit copy of brochure in PDF format (can be the proof received from agency or publisher) on

CD or USB/Flash Drive. Title folder “Communications Cat-6”

Category 7 — Electronic Newsletter


º Item Limit: 3; must be different issues which are either e-mailed to a mailing list, published to your website, or

both.

º Recipient section, which includes “to and from” information, or screenshot within web browser, which includes

web address. Please do not submit a PDF of the artwork (need proof that email was actually sent out).

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º Typed explanation of distribution method.

º PRINTED and presented in a folder with clips, comb or spiral binding, or report covers (no 3-ring binders).

Links/URLs will not be accepted.

• Acceptable Entry Examples:

º External e-mail/web newsletters

º Eblasts

º Ebuzz (items published for use outside of the fair and contain information about the fair)


º PDF versions of printed newsletter

• Digital Procedure — Submit copies of newsletter in PDF format on CD or USB/Flash Drive. Title folder

“Communications Cat-7”

Category 8 — Printed Promotional Material

(Intended for distribution to the general fairgoing public, free of charge)


º Item Limit: 1

º Must be more than one sheet (a multi-page, bound piece or multiple pieces in a series — i.e. 5 daily schedules

with the same theme/format that are distributed daily during your event).

º Board Limit: 1

º Mounted — please use a sleeve (DO NOT GLUE ITEM TO BOARD) *see mounting procedures for more information


º Program

º Magazine

º Newspaper supplement

º Schedule of Events

º Brochures (not single sheet — folded (tri-fold, z-fold, etc.) items need to be entered in Cat. 6)


º Media kits

º Media guides

º Premium lists

º Newsletters

º “For sale” programs (souvenir programs)

• Digital Procedure — Submit copy of promotional material in PDF format (can be the proof received from agency or

publisher) on CD or USB/Flash Drive. Title folder “Communications Cat-8”

Category 9 — Commemorative Poster


º Item Limit: 1


º Board Limit: 1



º Commemorative art posters

º Annual campaign/theme posters


º Entertainment line-up posters

º Promotional posters

º Call to action posters

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Category 10 — Promotional/Advertising Poster


º Item Limit: 1


º Board Limit: 1



º Entertainment line-up posters

º Promotional posters

º Call to action posters


º Commemorative art posters

º Annual campaign/theme posters

Category 11 — Miscellaneous Marketing/Promotional Display or Piece


º Item Limit: 1

º Board Limit: 1


º Typed description of placement and use must be mounted to the back of the poster board.

• This category is for marketing materials that do not fit into other categories.


º Restroom advertising

º Counter cards

º Window clings

º Tray liners

º Unique signage


º Broadcast commercials that ran in theaters or other non-traditional venues

• Digital Procedure — Submit copies of materials in PDF format (can be proof received from agency or publisher) or

photo(s) in JPEG or PDF format on CD or USB/Flash Drive. Title folder “Communications Cat-11”

Category 12 — Promotional Advertising — Outdoor


º Item Limit: 1

º You must submit both:

∞ Artwork copy

∞ Billboard/signage on location

- Limit of three photos (one photo is certainly acceptable, but if two photos are needed for a 3 dimension

item like a bus shelter or bus wrap that is also acceptable — but they all must fit on one board)

- All images must be mounted on a single board, in color with images no smaller than 5" x 7" and no larger

than 8" x 10"

º Board Limit: 1


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º Billboard

º Bus shelter

º Yard sign

• Digital Procedure — Submit photo(s) in JPEG or PDF format on CD or USB/Flash Drive. Title folder “Communications

Cat-12”

Category 13 — Web Advertisement


º Screen Shot Limit: 3 on website(s) other than the Fair’s own — please note that this category is for ONE ad only

— but you have the option to show the ad on different websites, or if it is one ad with multiple views (i.e. a pencil

that expands, or a 300 x 250 that expands) then you may include different views of the ad.

º Screen shots must be within web browser and include website address or URL.

º Board Limit: 1



º Banner web advertisement

º Block web advertisement

º Pop-up web advertisement

Category 14 — Unique Advertising Specialties/Merchandise/Souvenirs


º Item Limit: 6; 1 example of each.

º Actual sample items used to promote to the fairgoing public.

º Board Limit: 2



º Media kits

Category 15 — Overall Social Media Campaign


º Outline/Synopsis detailing the overall social media campaign’s:

∞ Goals

∞ Strategy

∞ Execution process

∞ Target audience

∞ Results

∞ Page Limit: 4

º In addition to the Outline/Synopsis, entries may ALSO include the following, for each platform:

∞ Outline/Synopsis detailing that specific medium

∞ Screen shots and supporting documentation

∞ Page Limit: 3

º Presented in a folder with clips, comb or spiral binding, or report covers (no 3 ring binders).

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• Acceptable Platforms:

º Facebook

º Twitter

º Pinterest

º Instagram

º YouTube

º Snapchat

• Digital Procedure — Submit copy of outline/synopsis in PDF format on CD or USB/Flash Drive. Title folder


Category 16 — Overall Mobile Campaign

• This entry should NOT be a review of one particular mobile effort.


º Outline/Synopsis detailing the overall mobile campaign’s:

∞ Goals

∞ Strategy


∞ Target audience

∞ Results

∞ Page Limit: 4

º In addition to the Outline/Synopsis, entries may ALSO include the following, for each medium:

∞ Outline/Synopsis detailing that specific medium


∞ Page Limit: 2


• Acceptable Inclusions:

º Texting SMS campaigns

º Websites optimized for mobile phones/tablets

º Phone apps (even though this is its own category, can be included within 16)

º Mobile websites



Category 17 — Promotional Event

• Category intended for a program or promotional event held during the fair which publicized a specific area within

multi-media components to reach a specific or broad audience.

• Entry MUST include:

º Limit 1 event, but can be an event that occurs once, or on multiple days (but must be the same event held daily to

promote a specific area/program)

º Outline/Synopsis detailing the promotional event’s:

∞ Goals

∞ Strategy


∞ Target audience

∞ Results

∞ Page Limit: 4

º In addition to the Outline/Synopsis, entries may ALSO include the following:

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∞ Page Limit: 5




Category 18 — Website*

• Submit website within 30 days prior to the start of your fair.

• Website must be active.

• All sites will be judged using a 1 to 10 point scale with 1 being extremely poor and 10 being outstanding.

• The score will be based on the following criteria:

º Overall appearance/impression

º Navigability of website

º Organization of information

º Use of graphics and other effects (consider how these may affect load time)

º Website adheres to a consistent theme

º Website shows creativity

º Website shows production excellence

Category 19 — Mobile Web*

• Mobile websites are the sites that appear in your phone or tablet’s web browser.

• Submit website within 30 days prior to the start of your fair.

• All sites will be judged using a 1 to 10 point scale with 1 being extremely poor and 10 being outstanding.



º Navigability of website



º Website adheres to a consistent theme

º Website shows creativity

º Website shows production excellence

Category 20 — App*

• Mobile applications are a fully functional program that generally includes a schedule of events, map, social media

links, GPS locating services, etc.

• Submit app within 30 days prior to the start of your fair.

• The app must be able to be downloaded from your phone’s store.

• All apps will be judged using a 1 to 10 point scale with 1 being extremely poor to 10 being outstanding.



º Navigability of app



º App adheres to a consistent theme

º App shows creativity

º App shows production excellence

* Must submit within 30 days prior to start of your event.

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Category 21 — Best Marketing Campaign

• Submission Instructions:

º Mount all items, except: *see mounting procedures for more information

∞ Television spot

∞ Radio spot

∞ Website

∞ Media guide/press kit (although this is no longer a category, media kits can be submitted as part of Best

Marketing Campaign).

∞ Overall social media campaign

∞ Overall mobile campaign

∞ Promotional event

Acceptable Items Examples: (must meet corresponding category’s submission criteria)

º Print ads

º Television spot

º Radio spot

º Outdoor advertising

º Media Guide/Press Kits (no submission criteria)

• There is no limit on number of items submitted, as long as they all follow submission guidelines as stated in

corresponding category’s submission criteria, for example:

º Print ads must be actual tear sheets (if you want to submit an ad you have already submitted, you must have a

second tear sheet — all print ads must be grouped on one board).

º TV and radio must be submitted as described previously, but if you would like to include additional spots you

may.

º Outdoor advertising must be submitted as described previously, but if you would like to include additional ads

you may, but all must be grouped on one board.

º Identify category on:

∞ Fronts of the board(s)

∞ Submitted CD/DVD case(s)

∞ Binding

∞ Media guide/press kit cover

º Written synopsis from individual categories must be duplicated if submitted for Best Marketing Campaign


º Entry Fee: $90.00 (enclose with entries)

º Outline/Synopsis detailing the Marketing Campaign’s (4 page limit — see above for other outline/synopsis

procedures):

∞ Goals

∞ Detailed budget/expenses

∞ Strategy


∞ Target audience

∞ Attendance

∞ Challenges or problems

∞ Results (must be included to determine overall success)


• Judging Criteria:

º In addition to previously mentioned criteria, this category will also be judged on continuity of theme and results

º A scoring weight will be placed on the synopsis; accounting for 25% of total score

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Fair Divisions (Based upon 2015 reported attendance)

1. Fairs with an attendance in 2015 of up to 100,000

2. Fairs with an attendance in 2015 of 100,001 - 250,000

3. Fairs with an attendance in 2015 of 250,001 - 500,000

4. Fairs with an attendance in 2015 of 500,001 - 1 million

5. Fairs with an attendance in 2015 of over 1 million

REMEMBER TO FOLLOW THE OVERALL AND PER CATEGORY RULES

OR YOUR ENTRY MIGHT RESULT IN DISQUALIFICATION.

IAFE reserves the right to publish entries in printed publications, on the website, CDs or cassettes, DVDs, and/or videos.

All submissions become property of the IAFE and will not be returned following the contest.

40th annual hall of honor communications awards · 2016. 3. 22. · page | 2 40th annual hall of...

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