2012 Paragon awards Call for entries

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1 National Council for Marketing & Public Relations 2012 Paragon awards Call for entries Entry Deadline: November 1 Early-Bird Entry Discount: October

2 NCMPR 39th annual conference March 10-13, 2013 chicago, illinois superheroes in the 2nd city Choose Chicago City of Chicago Today s two-year college communications professionals have to be, dare we say, superhuman? With incredibly shrinking budgets and weightier workloads, the universe has mysterious forces at work, and it s your job to keep up with it all. For NCMPR s 2013 conference, we re unleashing the power of your inner superhero with a megadose of keynotes, breakouts and roundtables on the latest topics in community college marketing and PR. Cesar Russ Photography The 2013 conference takes place March 10 to 13 in Chicago, the nation s Second City, which has served as the backdrop for some of America s favorite superheroes. Chicago touted as the city that s ranked number one in number one rankings is the largest and most-visited city in the Midwest and offers world-class dining, museums, entertainment and architecture. Conference headquarters is the Fairmont Chicago Millennium Park, located in the heart of downtown just steps from Grant and Millennium park neighborhoods, museums and cultural institutions, the theater district, Michigan Avenue (The Magnificent Mile), and Navy Pier. Conference details will be available in mid-october. Paragon award winners will be announced in Chicago. Submit your Paragon entries today! about The Paragon Awards Sponsored by the National Council for Marketing & Public Relations (NCMPR), the Paragon Awards recognize outstanding achievement in communications at community and technical colleges. It s the only national competition of its kind that honors excellence exclusively among marketing and public relations professionals at two-year colleges. Since its inception in 1985, the Paragon Awards competition has grown in popularity; last year, there were more than 1,700 entries from more than 250 colleges across the country. Last year s winning entries represented the rich diversity characteristic of two-year colleges. Winners hailed from multicampus districts with large staffs and healthy budgets and from small institutions with one-person shops and limited resources. All of the winners demonstrated and the judges confirmed that creativity, originality and unique approaches to problem-solving set them apart. NCMPR is an affiliate council of the Choose Chicago American Association of Community Colleges (AACC). The organization is dedicated to promoting the professional development of college communications staff in a variety of areas, including marketing, public and media relations, community and alumni relations, publications, enrollment management and specialevents coordination. things you need to know Who can enter: The creative effort/concept must have originated from a community or technical college or district or state governing organization for two-year colleges. Do not submit entries through an ad agency; make submissions through a college, district or state governing association only. What to enter: Entries must have been published, broadcast, displayed and used between Oct. 1, 2011, and Sept. 30, Entries must be new designs or publications in the entry year. Entries that represent previously submitted work with minor modifications will be disqualified. Entries must be original, creative work, without the use of templates that can be customized for individual college use. A contestant may submit as many entries in each category as desired. The same entry may not be submitted in two separate categories except as explicitly noted. Awards: Gold, silver and bronze awards will be given in each category. No ties will be awarded. Entry Deadline Entries must ARRIVE no later than Nov. 1, Entries mailed close to the deadline should be sent first class or express mail to ensure arrival on time. Entries postmarked on or before Oct. 15 qualify for a $5 discount on the entry fee. Entry Fees NCMPR Members Early-bird: $30 per entry (for entries postmarked on or before Oct. 15) Regular: $35 per entry (for entries postmarked after Oct. 15) Nonmembers: $65 per entry To qualify for the NCMPR member fee, the person submitting the entries must be a designated NCMPR member, an employee of a college that has a college membership, or an employee of a district office that maintains a district office membership. An important clarification: AACC membership does not constitute NCMPR membership. If you wish to 3

3 join NCMPR or have questions regarding your membership status, contact Becky Olson, NCMPR executive director, at ncmpr.org or (970) PAYMENT Payment may be made by check or credit card. To pay your Paragon entry fees, go online to If paying by check, complete the payment form online. An invoice will be ed to the address listed on the payment form. Submit the invoice to your business office for processing, and then place the check (U.S. funds payable to NCMPR) in a separate envelope and attach it to the first entry (one check to cover all entries). Personal checks are accepted; purchase orders and billing requests are not accepted. If paying by credit card, complete the payment form online. A confirmation receipt will be ed to the address listed on the payment form. Send a copy of the online confirmation receipt in a separate envelope and attach it to the first entry (one confirmation to cover all entries). No refunds will be granted. 4 How to Enter The entry form is online at www. ncmpr.org/paragon. Complete a separate form for each entry, then print it and attach TWO copies to each entry (do not use staples or tape) and retain one for your file. Do not enclose entry forms in plastic sleeves. One copy of the entry form will be kept in the national office, and one copy will be attached to the entry for viewing by the judges. Mail entries to: Becky Olson NCMPR Executive Director 3257 West 20th Street Greeley, CO (970) Acknowledgment of entries: NCMPR will send notices to confirm receipt of all entries shortly after the Nov. 1 deadline. Entry returns/rights statement: Entries will not be returned. All entries automatically become the property of NCMPR, which assumes the right to use them for exhibition, publication and publicity. Entrants agree to hold NCMPR harmless of any claims that may be made against it by reason of such reproductions. Soliciting releases is the sole responsibility of the entrant. NCMPR takes no responsibility for any work that might be damaged or lost. Submission of entries is acknowledgment of these terms. All Paragon entries will be on display during the national conference. Nonwinning entries may be picked up after the awards ceremony on Tuesday, March 12, JUDGING Judging panels are composed of professionals in their respective fields, including marketing personnel from four-year universities and advertising agencies. Inscriptions: The Paragon statue given to gold winners will be inscribed with the school s name only. Paragon certificates for gold, silver and bronze winners will be presented to the college or the individual designated on the entry form. For entries with multiple creators, additional certificates may be obtained at a cost of $75 each for members and $95 each for nonmembers, plus shipping and handling. To order additional certificates, go online to www. ncmpr.org/paragon. Additional certificates will be shipped after the awards ceremony. NCMPR publications. The winners and their college presidents/ceos will be notified by the last week of January if they have placed in one of the top three spots. The ranking will not be announced until the ceremony. The advance notification will allow the winners the opportunity to attend the conference and awards ceremony. Transportation, lodging and conference costs are the responsibility of the finalists. Entries not selected as Paragon finalists will be notified by . Rules/appeals committee: Contestants have 30 days from the date of the awards presentation to file a written appeal to NCMPR in care of Becky Olson (see the address on this page). The board of directors of NCMPR shall act as the final authority in all matters concerning the Paragon Awards. PARAGON QUESTIONS Questions regarding acceptable formats for entries and/or placement into specific categories should be addressed to NCMPR Executive Director Becky Olson, whose decision shall be final. Becky Olson NCMPR Executive Director P.O. Box Greeley, CO (970) bolson@ncmpr.org Note: NCMPR District Medallion Award winners do not become automatic entries in the Paragon Awards. All Paragon entries require entry forms and fees. Announcement of winners: Winners will be announced on March 12, 2013, at the NCMPR national conference in Chicago. Winners will also be recognized in 5

4 paragon categories PRINTED PUBLICATIONS Printed Academic Catalog Important! Be sure to follow all of the special instructions included in some of the categories. About Division A and DIVISION B To ensure full access to the Paragon competition by colleges with limited resources, some of the entry categories are judged in two divisions. Division A: Colleges with fewer than three full-time-equivalent professionals working in marketing, public relations and publications. Division B: Colleges with three or more full-time-equivalent professionals working in marketing, public relations and publications. Entries produced by an outside full-service agency must be placed in Division B. Other criteria may also be used to determine the division classification based on information provided on the entry form. Printed Class Schedule: Division A and B. College Annual Report/Report to the Community: Division A and B. Foundation Annual Report (fundraising) Student Handbook: Not a viewbook, catalog or schedule. Newsletter: May be up to 16 pages in length. Submit any two consecutive issues within the entry year. Magazine: Publications may cover a variety of topics. Generally, magazines are 16 or more pages in length. Submit any two consecutive issues within the entry year. Printed Viewbook: Publications must be used primarily for student recruitment. Brochure/Flier: Division A and B. No limitation on the number of ink colors. DO NOT mount. Brochure/Flier, Series: Limit submission to three brochures or fliers in a series. DO NOT mount. Sports Brochure: Entries may include media guides, individual or season game programs, multifold brochures/fliers, viewbooks or recruitment pieces. DO NOT mount brochures. 6 Poster: Division A and B. Posters must be mounted on heavy poster board (if a border is used, it may not be wider than a half-inch). DO NOT submit rolled-up or folded posters. Folder Postcard: (single or series) Entries must be able to be mailed without an envelope and must meet U.S. Postal Service requirements. For a postcard series, limit the entry to three postcards in the series. DO NOT mount postcards. Notes/Cards/Invitations: These may include thank-you cards, holiday greeting cards, invitations to special events or other kinds of special note cards. ADVERTISING Banners and Outdoor Media: Submit 8 x 10 color print mounted on heavy poster board (if a border is used, it may not be wider than a half-inch). Entry may be billboard, banner, bus panel or another form of large-display advertising posted either indoors or outdoors. Photo must show the advertisement in use (on a highway billboard or as a banner, for example). For a series, limit the entry to three in the series. Direct Mail Campaign: Entries must include the elements of the campaign, along with a brief statement of objectives, strategies, target markets, and evaluation methods and results. Novelty Advertising: Examples include T-shirts, cups, key chains and other promotional items. Also included are special promotions like movie theater ads and anything out of the ordinary. Print Advertisement, Single Ad: Ad should be mounted on heavy poster board (if a border is used, it may not be wider than a half-inch). Print Advertisement, Series: Limit submission to three ads in a series. Ads should be mounted together on a single heavy poster board (if a border is used, it may not be wider than a half-inch). Radio Advertisement/PSA, Single: 60-second maximum length. Submit on CD, one entry per CD. Dolby and high-bias settings are discouraged. The CD and case must have a selfadhesive label attached listing the college name, title and length of entry, and name of category entered. Radio Advertisement/PSA, Series: and case must have a self-adhesive label attached listing the college name, title and length of entry, and name of category entered. Television Advertisement/PSA, Single: 60-second maximum length. Submit on DVD, one entry per DVD. The DVD and case must have a self-adhesive label attached listing the college name, title and length of entry, and name of category entered. Television Advertisement/PSA, Series: 60-second maximum length per spot in series. Limit to three spots in a series. Edit all spots onto one DVD, one series per DVD. The DVD and case must have a self-adhesive label attached listing the college name, title and length of entry, and name of category entered. WRITING Feature Writing: Entry must include purpose of the feature piece, intended audience and a description of how the initiative met its objectives. Focus in this category will be on the quality of writing and how well it achieved the intended outcomes. Entries in this category may include opinion pieces, articles in newsletters or magazines, etc. 60-second maximum length per spot in series. Limit to three spots in a series. Submit series on a single CD, one series per CD. Dolby and highbias settings are discouraged. The CD 7

5 VISUAL ARTS Original Photography (color or black-and-white/unmanipulated): Submit in print form, 8 x 10 preferred. Mount on heavy poster board (if a border is used, it may not be wider than a half-inch). On the back, provide a title for the photo along with a brief description of how the photo was used. Transparencies used in multi-image programs qualify for this category but must be in print form. Photos may not be manipulated in Photoshop, Illustrator, etc. Logo Design: Logo designs used on regular college stationery, publications and business cards qualify. Entries may include special designs for anniversaries, theme events and celebrations. Logo designs MUST be accompanied by samples of use (at least one sample and not more than three). Submit photographs of bulky items such as mugs, T-shirts, water bottles, etc. Computer-Generated Illustration: Entry should be submitted in hard-copy format with a listing of hardware and software used to generate the image. Examples of illustrations for this category include those created in Photoshop, Illustrator and FreeHand. Items entered in this category may also be entered in other categories. 8 ELECTRONIC MEDIA Electronic Class Schedule/ Catalog: Either on CD or online, this is an electronic representation of the college class schedule or catalog. If the entry is online, list the Web address on the entry form on the Title of Entry line. If the entry is on a CD, submit a full-sized CD (no mini CDs allowed). If the entry was originally on a mini CD and the packaging is part of the overall presentation, the mini CD and its package may be submitted with the full-sized version. Electronic Viewbook: Either on on a mini CD and the packaging is part of the overall presentation, the mini CD and its package may be submitted with the full-sized version. Online Services: Entries should include online services provided to current and prospective students, including registration, counseling, orientation, recruitment activities, and the like. List the Web address on the entry form on the Title of Entry line. Website: Provide the entry s home page URL on the entry form on the Title of Entry line. Entries will be judged between Nov. 1 and Dec. 21, Web pages will be judged for overall creativity and effectiveness in marketing and communications; use of hyper-text links; use of graphics; and ability to solicit action or return visits from Web visitors. CD or online, this is an electronic representation of the college viewbook. If the entry is online, list the Web address on the entry form on the Title of Entry line. If the entry is on a CD, submit a full-sized CD (no mini CDs allowed). If the entry was originally on a mini CD and the packaging is part of the overall presentation, the mini CD and its package may be submitted with the full-sized version. Social Marketing: Entries should include initiatives such as social network campaigns (Facebook or Twitter, for example), blogs, and viral video (such as YouTube) and should explain the purpose and outcomes. Electronic Newsletter: This Online Marketing/Advertising: electronic representation of a college newsletter may be targeted at either internal or external audiences. If the entry is online, list the Web address on the entry form on the Title of Entry line. If the entry is on a CD, submit a full-sized CD (no mini CDs allowed). If the entry was originally Entries should include search engine marketing campaigns, mobile marketing campaigns, and marketing campaigns and should explain their purpose and outcomes. MEDIA/PUBLIC RELATIONS Promotional materials for the following categories should be packaged in a single, standard-sized notebook (except entries in College Promotional Video and College Video Program). Oversized or bulky items such as mugs, displays or large posters should be photographed, and the photos placed in the notebook. Audio or video materials may also be included in the notebook; maximum length is 30 minutes. Enclose all audio and video media in zippered three-ring sleeves to ensure that they are not misplaced. Items entered in these categories may also be entered in other categories (but not in more than one of the promotional campaign categories). All entries not conforming to the above guidelines will be automatically disqualified. Communications Success Story: Entries in this category may focus on media coverage of a feature or news-based story, college event or program, or a college crisis. Entries must include four components: 1) a brief statement describing the college s media objectives; 2) a brief statement describing strategies developed to meet those objectives; 3) copies of the press releases, fact sheets, query letters and other informational items used to generate media interest or respond to media inquiries; and 4) samples of subsequent media coverage. 9

6 Government Relations or Community Relations Projects: Successful Recruitment Marketing Program: Programs Entries in this category should be one of the following: an information or lobbying campaign on behalf of the college directed to legislators or elected officials; an information campaign to educate the community about your college; a communications program regarding a unique class or program designed to help solve a community problem; or an information campaign to promote a college bond or property tax referendum. Entries must include the elements of the project, along with a brief statement of objectives, strategies, and evaluation methods and results. should be larger in scope than simple promotion campaigns but more targeted than a college s entire marketing plan for the year. Judges will look for the elements of research, planning, implementation and evaluation as well as evidence of broad college involvement in marketing. Entries should consist of: 1) concise statements describing research, planning and objectives; 2) samples of communication pieces used in the implementation, along with a description of how they were used (enclose all audio and video media in zippered three-ring sleeves to ensure that they are not misplaced); and 3) a statement describing the evaluation process and the extent to which objectives were successfully met. Promotion Campaign for a Special Event: Entries must include the elements of the promotion (brochures, posters, media coverage, radio spots), along with a brief statement of objectives, strategies, and evaluation methods and results. Types of programs to enter include college anniversaries, dedications or other college events. 10 Fundraising/Annual Campaign: This category is designed for two-year college foundations and advancement offices that develop giving campaigns. Campaigns entered in this category must have been completed within the entry year, between Oct. 1, 2011, and Sept. 30, Entries must include: 1) a brief statement describing the campaign goal; 2) a brief description of the various campaign strategies and components; 3) samples of collateral materials used in the campaign; and 4) a brief summary of the campaign results. College Promotional Video: Submit on DVD, one entry per DVD. Recruitment/image pieces qualify. Promotion can be for the entire college or for specific activities, events or academic programs. The DVD and case must have a self-adhesive label attached listing the college name, title and length of entry, and name of category entered. Interactive video programs should be submitted on a DVD labeled as above with a special note, Interactive Program. College Video Program: Submit on DVD, one entry per DVD. This category is designed for colleges that produce periodic programs telecast in the community on cable systems. Included are talk shows, interviews and special features with a central theme, title and format. The DVD and case must have a self-adhesive label attached listing the college name, title and length of entry, and name of category entered. Interactive video programs should be submitted on a DVD labeled as above with a special note, Interactive Program. the like. Include the college s brand statement, a description of the target audience, the intended objectives, related visuals, results, and any other materials that demonstrate success. In this category, demonstrate ways the college is making its brand experience a reality. MISCELLANEOUS Wild Card: This category includes all of those marketing pieces that just don t fit anywhere else. Large or awkward-sized items should be photographed, and the photos mounted on heavy poster board (if a border is used, it may not be wider than a half-inch). Brand Experience Implementation: This category refers to successful ongoing initiatives to establish touch points that support a brand experience for constituents and should include such things as customer service, online/physical interaction, unique environments and 11