Submissions are closed for this category
This award recognizes innovation in creating an integrated brand marketing campaign that utilizes a combination of traditional and new media outlets that enhance brand value in the marketplace. This award is open to any TM Forum member company who has created a unique and innovative blend of traditional advertising (TV, Radio, Print, Direct Mail, etc.) with new media outlets (web presence, online advertising, interactivity, virtual demos) in both reaching and “connecting” with the market. Eligibility
This category is open to all TM Forum member companies. Marketing campaigns must have been launched after 1 January 2007 or will be launched before 31 December 2007.
Judging Criteria
The judges will be considering a number of factors including:
- Effectiveness of the overall marketing campaign and use of combined forms of traditional and new media outlets: virtual tradeshows, website presence, traditional advertising, interactive advertising, TV, radio, etc.
- Marketing campaign had clearly defined marketing objectives that were clearly conveyed through all involved media outlets
- Creativity in how message was conveyed
- Innovative and effective use of content across multiple mediums
- Product, service or brand appeal
- Quality of the campaign and impact on target audience
Submission Requirements
Entrants will be required to answer the following questions:
- Name of the integrated brand marketing campaign
- Main marketing message and associated content (1000 characters = 170 words or less)
- Describe the overall brand marketing campaign, the various forms of traditional and new media used, and extent of distribution. (2000 characters = 240 words or less)
- Describe where/how long the campaign was used and why. Was it used for a particular product/service or for a particular interval? For particular markets? Was it used at a particular interval/season to appeal to that target audience? (1000 characters = 170 words or less)
- How has this campaign helped to differentiate your brand from competitors? (1000 characters = 170 words or less)
- Statistical evidence to demonstrate the success of the campaign. Dependent on the target audience, evidence such as increased product/service/brand awareness, revenue potential, take up and/or enhanced revenues within a given time period, customers acquired, improved retention rates. (1000 characters = 170 words or less)
- Samples of marketing materials/pictures from the integrated brand marketing campaign with descriptions where necessary. Judges will be looking at quality of submissions not quantity. (attachments and website links)
