Five tips for building an award-winning entry

Insights from Anne-Marie Sparrow, Cube PR Founder and Managing Director and Judge of CHPA Self-Care Awards, CPRA Golden Target Awards and Prime Awards.

Whether you love them or hate them – Awards season is well and truly upon us! As a Judge of three industry awards that means setting up my schedule to fit in many hours (weekends and evenings) to work through award entries.

In my years of judging – I can honestly say ‘winning entries’ both finalists and the ultimate winners do stand out very clearly from the volume of entries. There are five things they all do extremely well – and it’s not rocket science!

1. Clear measurable objectives: This may be an obvious one – but having just completed a round of judging only about a third of entries stated clear objectives. This is essential for any campaign or activity – and for an award entry it is a must! Clearly state the objectives – what you’re aiming to achieve, your success measure and what’s been achieved against these.  Check out SMART objectives if you need a reminder on what these should involve.
2. Insight led strategy: A clear and well-articulated strategy, based on clear research and insight, really starts to uncover the leaders and ultimate winners. Strategy – essentially the HOW – is the fundamental component of a campaign. When it’s articulated and demonstrated effectively – a campaign/project truly sings! In my recent judging just 1 in 4 had clear strategies.
3. Utilising innovation: Demonstrating a clear use of the latest technology, tools or innovation is another stand-out for any entry.  Whether it’s AI, data exploration or creativity, applying but also advancing innovation really makes a campaign or activity stand-out. It also reinforces the new benchmarking it’s setting and a need for recognition.
4. Showing courage:  With excessive noise everywhere – taking on something different or particularly hard, is a good reason to enter an award. Judges like to see courage and outstanding examples of great work– particularly something they may not have come across before.  Some of the simplest activities, but in a particularly challenging market or where there is a specific need, will draw attention and interest.
5. Great articulation: There is no question, a well written, edited entry stands out. If it tells a powerful story – it will make it easy to review and judge. So, take time to clearly articulate the campaign, linking it together – objectives, strategy, activity and results – like a ‘pitch’. (Chat GPT can help – but don’t overly rely on it). Ensure you have someone to review it from outside the team – and take on their feedback.  With supportive documents – make them visual, short (3-4 pages/slides) and easy to review in alignment with the entry.

Judges have a large volume of entries to review – so if you’re planning to submit, invest the time and effort to make it high quality. A small, strategic and creative campaign – that generated excellent results – can speak volumes! So bigger, or high profile doesn’t mean better! Give it a go, allocate the time to generate a strong entry – and of course Good Luck!!