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Excellence in Engagement Through Multiple Channels (Digital and Traditional)

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Judging criteria:

The judges will be focusing on the following areas when scoring your entry. Write your entries accordingly.

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

This award recognises those multi-channel 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, 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

Entries should demonstrate first-class strategic thinking and exceptional implementation (in line with appropriate Codes of Practice).

Judges will want you to put your multi-channel 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 18-month period between July 2015 and December 2016 will be eligible.

SPONSORED BY:

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Sponsors

Key dates

Entry deadline 4 August 2017
Extended entry deadline 11 August 2017*
*additional fee applies
Judging 21 September 2017
Company/Team Interviews 11 October 2017
PMEA Event 15 November 2017, Sheraton Grand Park Lane