towers watson/iabc presentation: become a legend through award winning work

Become a Legend Through Award-Become a Legend Through AwardWinning WorkIABC Gold Quill Awards Program Webcast

January 12, 2010

If you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3

© 2010 Towers Watson. All rights reserved.

Today’s Speakers

Ezri Carlebach, FRSA, is communications director at Lifelongcommunications director at Lifelong Learning UK, an independent body that encourages employers to invest in workforce training and development. Heworkforce training and development. He has over 15 years' experience of creating, managing and measuring communications in print, online and broadcast media for corporate, government and non-profit organizations. Ezri is the 2010 Gold Quill Awards chair.

© 2010 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.

towerswatson.comIf you experience technical difficulties during the Webcast, please call tech support at 888 203-7900; option 3

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Today’s Speakers

Dave Meyer has 17 years of experience in media relations and internalin media relations and internal communications, and is the president of BizzyWeb, a company specializing in Web design, social media and communicationsdesign, social media and communications consulting for small business. Prior to BizzyWeb, Dave managed internal communications for U.S. Bank's retail branch network, and has practiced internal and external communications with companies, including Fleishman-Hillard,

S OffWeber Shandwick, the Minnesota Office of Environmental Assistance and West Group.



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Today’s Speakers

Mark Schumann, ABC, is the 2009-2010 Chair of IABC and the winner of 17 GoldChair of IABC, and the winner of 17 Gold Quill awards over the past 30 years. An Accredited Business Communicator (ABC), he recently co-authored two books(ABC), he recently co authored two books with Libby Sartain, "Brand from the Inside" and "Brand for Talent" and regularly speaks at IABC events. You can follow Mark's blog at "comms2020" on the IABC eXchange at iabc.com.



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Today’s Speakers

Ryan Williams is president of twisurveys, an organizational research and strategyan organizational research and strategy development company. Ryan specializes in behavioral and organizational research. He is able to use that research to coachHe is able to use that research to coach organizational leaders in planning and implementing new strategies. He has received several awards, including the Institute for Public Relation Golden Ruler, three IABC Gold Quill awards, an IABC/BC Blue Wave Award of Excellence

C C S f fand an IABC Canada Silver Leaf Award of Excellence.



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Today’s Speakers

Kathryn Yates is Towers Watson’s Communication and Change ManagementCommunication and Change Management Practice Director. She has more than 25 years of experience in communication and operations management and hasoperations management and has particular expertise in helping organizations develop strategies and programs to build strong, productive employee-employer relationships.



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Towers Watson welcomes you to today’s webinar!

As exclusive sponsor of the Gold Quill Award Program, we are excited to promote this opportunity to help communicators:to promote this opportunity to help communicators:

Advance our professionImprove the quality of our workBe recognized as legendary in our field

Today, we will:Learn practical tips for preparing your entryLearn practical tips for preparing your entryUnderstand more about the judging processReview a winning work plan



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Rewarding excellence; recognizing the best

IABC receives hundreds of outstanding entries for its Gold Quill Awards programprogram

Open to members and non-members of IABC

Potential to be recognized by colleagues, industry and community, but also receive valuable insights from judges about the strengths and weaknesses of an entry

Global competition – submit in English, p g ,French, Russian and Spanish

Competition key facts

Deadlines

Early Bird January 27 2010Early Bird — January 27, 2010Final Deadline — February 3, 2010

Mentorship Program — continuing in 2010

Winners receive great prizes!Winners receive great prizes!

A mounted, personalized Gold Quill AwardIndividual recognition and one complimentary ticket to the Gold Quill Awards galaIndividual recognition in the July/August issue of Communication World Mention of your name and company on IABC’s Web siteConsideration for publication in IABC’s resource materials for winning entries Use of official 2010 Gold Quill Award winner logo Automatic consideration for the Jake Wittmer Research Award and Business IssueAutomatic consideration for the Jake Wittmer Research Award and Business Issue Award Exemption from submitting a work sample for ABC accreditation



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Gold Quill: 4 divisions and 27 categories

Communication Management

Government RelationsCommunity Relations

Human Resources and Benefits Communicationy

Customer RelationsInternational CommunicationMedia RelationsMulti-audience Communication

Strategic Communication ProcessBrand CommunicationSpecial Events — Internal or ExternalSocial Responsibility

Marketing CommunicationIssues Management and Crisis CommunicationEmployee/Member Communication

Multilingual CommunicationElectronic and Digital CommunicationSocial Media

Communication Skills

Electronic and Digital CommunicationAudiovisual

PublicationsWriting

Communication Creative

Publication DesignOther Graphic Design

Outdoor/3-DPhotographyCreative Other Graphic Design

Interactive Media DesignPhotographyAdvertising (Conventional Media)

Student Division Social Media/TechnologyPublicationsW iti

Communication CampaignsCommunication Creative



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Writing

Judging process

First Tier Second TierScores ≥ 5.25

go to second tier

E t i i 5 25 5 74 i G ld Q ill A d f M it

Local Judging Blue Ribbon Panel

Entries scoring 5.25 – 5.74 receive a Gold Quill Award of MeritEntries scoring 5.75 and above receive a Gold Quill Award of ExcellenceJudges use a standard evaluation form (which varies by division) and look for communication activities that address specific business issuesWork products do not have to be fancy, showy or expensive, but rather well conceived and well executed

No limitations on the number of awards given per category! If your work is deemed strong enough to receive required points,

you receive the esteemed award!



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y

Gold Quill entries: Work plan and work sample

Entries are composed of two parts: Work plan and work sampleBoth are critical pieces of the entire submissionBoth are critical pieces of the entire submission

Detailed requirements can be found on the IABC Web site — there are specific guidelines that must be followed (e.g., number of pages, how to label entry, formats for work plan — all differ by division)

Each division requires a unique work plan



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Evaluation criteria

Entries are judged on:

Technical excellenceTechnical excellenceCreativity and innovationEffectiveness in identifying and responding to an organization’s or community’s needsDelivery of measurable outcomes and the overall success of the projecty p j

Seven point judging scale

Weighted calculation determines “final” score. Weighting varies by division:

Maximum WorkDivision Maximum WorkPlan Length Scoring

Communication Management Four pages 50% work plan; 50% sampleCommunication Skills Three pages 40% work plan; 60% work sample

Judges’ evaluation forms found on the IABC Web site at:

Communication Creative Two pages 25% work plan; 75% work sample



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http://www.iabc.com/awards/gq/judging/

Case Study — Excellence Winner: Embracing the Loaf Love Division/Category: Communication Management/Social Media Entrant: Allison McCormick

Project Description: In April 2008 Tillamook County Creamery Association asked its agency of record, Conkling Fiskum & McCormick (CFM), to come up g y g ( ) pwith “big ideas” to spend a small amount of unexpectedly freed budget. CFM saw the opportunity to implement an idea it had planned for 2009 — to engage Tillamook’s best customers online and encourage brand advocacy to grow new customerscustomers

Work plan required six categories:Need/opportunityIntended audiencesGoals and objectivesSolution overviewImplementation and challengesMeasurement/evaluation

We will walk through three of the categories to point out the strengths in this



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submission and why it was awarded a Gold Quill Award of ExcellenceContinued…

Case Study — Excellence Winner: Embracing the Loaf Love Division/Category: Communication Management/Social Media Entrant: Allison McCormick



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Case Study — Excellence Winner: Embracing the Loaf LoveEvaluation Section: Needs/opportunitiesEvaluation Section: Needs/opportunities

Evaluation Form Question: How clearly is the need and its

ff t th i ti‘Creating an official Tillamook fan community and engaging its besteffect on the organization

identified?The submission clearly articulated Tillamook’s business opportunities in an organized thoughtful fashion

community and engaging its best customers one-on-one would:

Provide access to inexpensive research…

Off t t t ithorganized, thoughtful fashionHaving a clearly articulated need drove the entire program — starting with the end in mind made it easy to identify effective tactics

Offer constant engagement with consumers…

Allow for better targeting of event and new product promotions…

Key to social media in particular, the need included conversation with key audiencesGrowth of ecommerce as a new

p p

Build a group of Tillamook loyalists…

Gain inspiration and insight for unique media pitches…

distribution channel stood out as a clear advantage created by the loyal customers they had and would foster

p

Complement and promote e-commerce…

Measure the success of online investments in real time…



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Case Study — Excellence Winner: Embracing the Loaf LoveEvaluation Section: Intended audiencesEvaluation Section: Intended audiences

Evaluation Form Question: How clearly are the critical

‘Primary: self-declared fans of the brand and women ages 25 – 54 who cook andHow clearly are the critical

characteristics of the audience identified?

Elsewhere in the entry they identified

and women ages 25 – 54 who cook and are the primary food purchasers in the home

Secondary: cheese lovers in growth characteristics of the audience relevant to the medium — online influencers, bloggers, fans of the brand who are online in social channels

y gmarkets outside the northwest U.S. who hadn’t tried Tillamook’

Extremely clear audience definition made it much simpler to identify tactics likely to engage targets in conversation

S ti d th di ifi d tSectioned the audience-specific need to increase new distribution channels by reaching previously unreached markets



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Case Study — Excellence Winner: Embracing the Loaf LoveEvaluation Section: Measurement/evaluationEvaluation Section: Measurement/evaluationEvaluation Form Question: How thoroughly are results measured against objectives? (Score 0 if not

‘In its first month, site grew to more than 550 fans. By February 2,788 fans had signed up The Fan Club newsletter’sagainst objectives? (Score 0 if not

measured)This is one of the most critical pieces of the work plan and often where we see

signed up. The Fan Club newsletter s click-through rates were extraordinary, with a click-through rate of 76 percent in the first month

the most weaknesses

It is critical that entries provide a framework that has been measured properly and delivered outcomes that

Fans continue to enter their stories of love for the brand. . .

Facebook fan page member numbers continue to grow by leaps and boundsproperly and delivered outcomes that

were intended

In this submission, results were quantitatively measured against the b i bj ti t d t t

continue to grow by leaps and bounds. . .

Filled 350 seats in the first week after the invitation to annual Macaroni and Cheese Cook-off was posted. . .

business objectives to demonstrate a successful communication campaign

Results were more than just numbers —real actions measured (vs. page views,

Online store first-month sales were more than US$37,000 through Fan Club promotions alone. . . ’



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( p g ,followers or fans)

Common pitfalls

Not clearly identifying the intended outcome or need

N t i lt ff ti lNot measuring results effectively

Measuring the wrong outcomes: Need to be tied to the actual need and/or intended outcome



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Why should you enter

Leverage framework to produce more effective and compelling work

R i l bl f db kReceive valuable feedback

Increase your confidence

Broaden your expertiseBroaden your expertise

Be a leader

Become a legend!g



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Wrap-up and questions



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