BRIEF AND STRATEGY Criteria Hint Provide details of the initiative and the Provide context to the specific objectives behind it. (2 marks) problem/issue/member group that your campaign relates to and why this was of key focus for your fund. What problem is your campaign trying to solve? Describe the target audience and profiling Clearly identify your audience, why and how model used during the campaign. (2 marks) they were selected and specifically what you wanted them to do. What was the call to action? (1 mark) Identify the KPIs that you set up-front and how you were going to measure your success. Answer (maximum 500 CREATIVE SOLUTIONS Criteria Hint How was this campaign innovative or different Demonstrate the creativity in this campaign. If from previous campaigns? Provide evidence of it is an annual campaign, how was it different innovation. (2 marks) this year? If it is a new campaign, what was the member insight that drove the change? A campaign can be innovative with any of the following: use of data or member personas, use of digital channels or technology, new, unique or interesting creative approach etc. Describe a challenge your initiative faced and What challenges did you face? This could be in the creative approach used to resolve it. the research, segmentation, creative execution, (2 marks) getting stakeholders involved, getting board approval etc. Answer (maximum 500 words) EFFECTIVENESS
BRIEF AND STRATEGY Criteria Hint Provide details of the initiative and the objectives behind it. (2 marks) Provide context to the specific problem/issue/member group that your campaign relates to and why this was of key focus for your fund. What problem is your campaign trying to solve? Describe the target audience and profiling model used during the campaign. (2 marks) Clearly identify your audience, why and how they were selected and specifically what you wanted them to do. What was the call to action? (1 mark) Identify the KPIs that you set up-front and how you were going to measure your success. Answer (maximum 500 CREATIVE SOLUTIONS Criteria Hint How was this campaign innovative or different from previous campaigns? Provide evidence of innovation. (2 marks) Demonstrate the creativity in this campaign. If it is an annual campaign, how was it different this year? If it is a new campaign, what was the member insight that drove the change? A campaign can be innovative with any of the following: use of data or member personas, use of digital channels or technology, new, unique or interesting creative approach etc. Describe a challenge your initiative faced and the creative approach used to resolve it. (2 marks) What challenges did you face? This could be in the research, segmentation, creative execution, getting stakeholders involved, getting board approval etc. Answer (maximum 500 words) EFFECTIVENESS
communications_award_-_best_direct_mail_campaign.docx