Judging Criteria
The judging panel that chooses our 2007 Marketer of the Year winners will include:
- The RAMA Board of Directors
- Members from other AMA chapters
- Prominent Marketing professionals in the Greater Rochester Area
Each entry must demonstrate how it meets each of the five criteria. Here are the criteria on which each entry will be judged.
1. Business Situation/Opportunity (5 points)
What was the basic problem to be solved or situation to be addressed through marketing?
Highlight internal and external constraints. This is a situation analysis that provides the framework for understanding your marketing objectives and strategy. Please include demographic information: type of organization, size in terms of dollars and number of employees.
Please include any information from available market research that will enhance the judge’s understanding of the situation.
Examples:
- The market segment is declining at 2%. What should you do to manage the situation?
- A new competitor has entered the marketplace. How do you defend?
- New legislation has been passed that impacts how your product can be marketed. What do you do?
- The donations to Katrina victims has resulted in the existing pool of charity dollars shrinking. How do you overcome this situation?
2. Objectives & Measures (10 points)
What objectives were established to solve the problem or address the situation?
Judges will assess points based on the soundness, clarity, and measurability of your objectives.
Examples:
- Grow revenue by X% Grow share by X%
- Attract X new users to the franchise
- Grow the market by X% Increase earnings by X%
- Launch new product with an X% acceptance rate
- Increase contributions by X%
3. Strategy & Approach (25 points)
What was the strategy for achieving the objectives?
Judges will assess points based on how well the strategy is defined, and how well it resolves the problem or situation being faced by the organization.
Examples:
- Launch new product
- Target a new market segment
- Build awareness
- Increase usage
- Enhance sales expertise and knowledge for better targeting of accounts
4. Tactics (25 points)
What promotional tools were used, e.g., print, radio, television, outdoor, direct mail, public relations, etc.?
Judges will assess points based on how well the tactics are defined and how appropriately the tactics relate to the strategy.
Examples:
- Launched print campaign to build awareness
- Radio campaign to target new audience
- Direct mail that offered a buy one, get one free offer to loyal users to increase usage
- Created training material for sales force
5. Results (35 points)
Was the objective achieved via the strategy? What were the results of the effort?
Judges will score this section based on how effective the entry was in achieving the stated objectives and producing the results that solved the problem or addressed the situation. Because marketing is about results, a thorough description of the results is especially important to the overall score.
Examples:
- Revenue grew by y%
- New product gained y new customers
- Direct mail increased purchase rate by y%
- Earnings grew by y%
- Competitor was not able to gain distribution
- Gained y dollars in state funding
Best of luck to everyone! The Downloadable application will be posted the weekend of March 3rd and 4th.
RAMA has been lucky to have active participation in our MOY event, year after year. Last year we had a pile of submissions that impressed us and astounded us and made us proud to be Rochesterians. 