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Excellence in Engagement Through Multiple Channels (Digital and Traditional)

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Judging criteria:

Below is where the judges will be focusing their scores. Write your entries accordingly.

  • Evidence of audience segmentation and targeting supported with each audience’s channel preferences across digital and more traditional channels (10)
  • Evidence of a clear multichannel strategy to deliver defined attitudinal/knowledge and behavioural objectives for each target audience (15)
  • Evidence of planned engagement journeys to deliver objectives showing the selection and integration of channels, timing of tactics and creative use of content (10)
  • Evidence of the use of content and messaging with consistency across the campaign but also adapted to each promotional channel (10)
  • Demonstration of campaign interactivity, creativity and innovation to deliver a positive customer experience to the target audience(s) (10)
  • Effectiveness  – evidence for and measurement of the changes in attitudes/knowledge and behaviour as well as promotional channel effectiveness. (15)

This award recognises those multichannel promotional or educational campaigns delivered through a combination of digital and social media channels along with more traditional forms of promotion (eg field-based teams, congresses). Entries must demonstrate a thorough understanding of the target audience’s channel preferences and design of engagement journeys showing appropriate selection of channels, sequencing and use of engaging content.

To win this award the highest standards of excellence need to be shown in:

  • Definition of the target audience(s) with each audience’s channel preferences across digital and more traditional channels
  • Clear objectives relating to the desired attitudinal/knowledge and behavioural changes for each target audience
  • Planning of engagement journeys to deliver the objectives including the selection and integration of channels, timing  and creative use of content
  • Use of content and messaging with consistency across the campaign, but also adapted to each promotional channel
  • Metrics used to evaluate the changes in attitudes/knowledge and behaviour as well as promotional channel effectiveness
  • Target audience and internal feedback on the campaign.
  • Evidence of the use of multichannels facilitating personalisation of the work.

Entries should demonstrate:

  • First-class strategic thinking and exceptional implementation (in line with appropriate Codes of Practice)
  • Patient focus, showing benefits to target audience(s).

Judges will want you to put your multichannel campaign into context, at the outset, to clarify the rationale behind your strategy and tactics. They will also want to know how you intend to evolve the campaign in the future with a rationale.

All work and supporting material must be submitted via email.

Work conducted during the two-year period between July 2016 and June 2018 will be eligible.

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