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20
 Bronze Quill
11 AWARDS




        IABC•NEW ORLEANS
2011 IABC/New Orleans BRONZE QUILL                     QUESTIONS?
AWARDS                                                 Contact Indira Parrales at iparrales@gmail.com or
                                                       call 504.452.7710.
The IABC/New Orleans Bronze Quill Awards is the
chapter’s annual awards program. It is open to all     ENTRY FEES AND DEADLINES
communications practitioners in the New Orleans                                           Early Bird              Procrastinator
area.                                                                                  (Expires Feb. 25)            (After Feb. 25)
                                                       Member first entry                     $45                         $60
Winners are chosen by communication profession-        Member additional entries              $40                         $55
als who have already won a slew of awards — yep        Non-member first entry                 $60                         $75
they’re award-winning professionals and are at the     Non-member additional entries          $55                         $70
top of their field. Each entry will be judged on its   Student Member each entry              $25                         $30
own merit — so in any given category there may be
                                                       Student Non-member                     $20                         $25
multiple awards.                                       additional entries
What to enter                                          Entry Deadline: March 19, 2011
• Original material that was produced and/or
  measured in 2010. If you started a project in        Don’t delay! Get those entries early and take ad-
  2009, but some element of the project carried        vantage of the Early Bird pricing.
  over into 2010 – for example measurement of
  its success occurred in 2010, then it’s eligible.    COMPLETING A WORK PLAN
• Material/projects that have the stated               Your work plan should start with a header that
  permission of clients and other key project          contains the following elements:
  participants (when applicable). We appreciate        • Entrant’s name – List only one name. This
  that surprising the client with a winning entry        must be the person who was principally respon-
  may seem like a great idea, but in order to            sible for the development, management
  maintain our ethical standards, we need to             and execution of the entry. The contact name
  ensure that the client has given you permission        on the entry form must match the name on
  to enter their project into our competition. It        work plan. (There is a space on the entry form
  doesn’t have to be anything fancy — a printout         for how you’d like the names to appear on the
  of a simple e-mail will suffice.                       award. Please use this space if you’d like to
                                                         add other names, or a team name for
How to enter...                                          recognition.)
• Step 1 – Pick the division and category. You         • Team member names – List others you’d like
  may submit as many entries as you wish, but a          to recognize at the award dinner. There is a
  separate entry fee applies for each additional         space on the entry form for how you’d like the
  entry. However, the same entry cannot be               names to appear on the award. Please use this
  submitted more than once in the same division.         space if you’d like to add other names, or a
• Step 2 – Prepare your work plan. The weighting         team name for recognition.
  of the work plan varies for each division:           • Company, organization, or client. If the work
  Management 80 percent; Skills 25 percent;              was completed on behalf of a client or you are
  Creative 5 percent.                                    no longer employed by the organization, include
• Step 3 – Assemble your entry. For large projects       a letter/e-mail of permission from the client/
  don’t submit everything but select the                 organization acknowledging consent for you to
  elements of the work sample that best repre-           submit this entry.
  sent your achievement.                               • Title of entry – Choose a name that clearly
• Step 4 – Complete your entry form, pay your fee        describes your entry.
  online and submit. (see page 8) Send your            • Time period of project – Specify when the
  entry via e-mail to: iparrales@gmail.com.              communication project took place.
• Step 5 – Plan to attend the awards dinner in           Note: a component of your project must take place
  May.                                                   between Jan. 1, 2010 and Dec. 31, 2010.
                                                                                        2010 Bronze Quill • Call For Entries • IABC NOLA   1
                                                            • Describe your audience. Was there anything
• Division and category –Division and
                                                              unique about your audience that you needed to
  category: List the division number and name
                                                              consider when developing your solution?
  (e.g., Division 2, Communication Skills) and
                                                            • State your SMART goals and/or objectives. Spe-
  category (e.g., Category 19, Audiovisual) for
                                                              cific, measurable, actionable, realistic and
  your entry. See the list of categories for more
                                                              timely goals go a long way to demonstrate your
  information.
                                                              under standing of the communication process.
• Brief description – Provide a one- or two-
                                                            • Describe your solution. Why did you do what
  sentence description of your entry.
                                                              you did?
Format                                                      • How was your solution implemented? Were
Work plans must be typed, on 8.5 x 11-inch                    there any challenges or limitations? What was
pages, no columns, with at least 1/2-inch mar-                your budget? Did you learn any lessons?
gins and a minimum font size of 10 points.                  • Were you able to measure the success of your
Communication Management                                      solution? Remember to tie this back to your
Work plans must not exceed four pages                         SMART goals.
Communication Skills
                                                            What the judges look for…
Work plans must not exceed three pages
                                                            Judges look at how well your solution is conceived
Communication Creative
                                                            and executed in relation to your desired goals and
Work plans must not exceed two pages.
                                                            objectives. Judges also assess the quality of your
All entries must be contained within a 2-inch               work sample. Your work plan is 80 percent of your
or smaller binder. The only exception is when a             score! The more details you provide to demon-
single piece of your work sample critical to the            strate your award winning capabilities the better to
entry exceeds the dimensions. Example: 3D                   help our judges assess your work.
item, book or display. You may package the en-
try to accommodate your work sample, but any                CATEGORY 1: GOVERNMENT RELATIONS
supporting material must meet the size require-             Programs targeted at government bodies and gov-
ments.                                                      ernment agencies.

                                                            CATEGORY 2: COMMUNITY RELATIONS
PICK YOUR DIVISION AND CATEGORY:                            Programs targeted at community audiences, in-
                                                            cluding nonprofit and volunteer organizations.
DIVISION 1: MANAGEMENT
The Communication Management division covers                CATEGORY 3: CUSTOMER RELATIONS
projects, programs and campaigns that are guided            Programs targeted at customer audiences, in-
by a communication strategy. Entrants must dem-             cluding customer relationship management and
onstrate how their project applied a full range of          customer research.
planning and management skills, including re-
search, analysis, strategy, tactical implementation         CATEGORY 4: INTERNATIONAL COMMUNICATION
and evaluation. Entries may include a combination           Programs targeted at international audiences, in-
of communication materials.                                 cluding multinational consumers and international
Note: Individual elements of a communication program,       organizations, as well as programs undertaken by
such as brochures, Web sites and newsletters, can also be   multinational bodies (such as the European Union
entered separately in the Communication Skills or Com-      or MERCOSUR).
munication Creative divisions.
                                                            CATEGORY 5: MEDIA RELATIONS
Details to include in your work plan                        Programs that used the news media as the main
• Describe the need or opportunity for the proj-            channel for reaching target audiences.
  ect. Why were you asked to do what you did
  and how would it benefit the organization and
  the audience?
                                                                                        2010 Bronze Quill • Call For Entries • IABC NOLA   2
CATEGORY 6: MULTI-AUDIENCE                            design solutions that address the challenges of
COMMUNICATION                                         brand communication.
Programs targeted at more than one internal and/
or external audience.                                 CATEGORY 13: SPECIAL EVENTS – INTERNAL
                                                      OR EXTERNAL
CATEGORY 7: MARKETING COMMUNICATION                   This category includes any event that marks a
Programs aimed at marketing products and/or           significant occasion that supports the goals of an
services to an external audience.                     organization. For example, an anniversary, official
                                                      opening, product launch, road show, conference,
CATEGORY 8: ISSUES MANAGEMENT AND CRI-                customer event or employee appreciation event
SIS COMMUNICATION                                     would be eligible.
Programs targeted at external and/or internal audi-
ences that address trends, issues and/or attitudes    CATEGORY 14: SOCIAL RESPONSIBILITY
that have a significant impact on an organization,    Programs targeted at communities, governments
such as labor relations, crises, mergers, acquisi-    or funding agencies. Programs in this category ad-
tions, public policy or environmental concerns.       dress sustainable development or other econom-
                                                      ic, social or environmental issues. They include
CATEGORY 9: EMPLOYEE/MEMBER                           programs for international aid, public awareness,
COMMUNICATION                                         corporate social responsibility, economic revital-
Programs targeted at employee or member au-           ization, cultural preservation, education, literacy,
diences. This category includes programs that         health, poverty reduction, employment, and indig-
create awareness and influence opinion or behav-      enous and heritage protection.
ioral change, and those focused on management         Entries in this category may also include programs
communication, ethics, morale, internal culture or    that feature educational entertainment, used in
change management.                                    places where a single medium (e.g. radio or televi-
                                                      sion) may be the only way to get societal change
CATEGORY 10: HUMAN RESOURCES AND                      messages to a large population.
BENEFITS COMMUNICATION
Programs targeted at employee or member audi-         CATEGORY 15: MULTILINGUAL COMMUNICATION
ences that deal with health and welfare, savings      Programs targeted at bilingual and/or multilingual
and pension, stocks and compensation, or recruit-     audiences, including non-native-language speakers.
ment and retention.
                                                      CATEGORY 16: ELECTRONIC AND DIGITAL
CATEGORY 11: STRATEGIC COMMUNICATION                  COMMUNICATION
PROCESSES                                             These programs are computer-based communi-
This category is for programs that develop new        cation projects produced for internal or external
strategic approaches to communication within an       audiences that primarily use electronic production
organization. They may include brand and culture      and/or delivery tools. These tools include elec-
audits, strategic messaging, employee and market      tronic newsletters, electronic annual reports, web
research, competitive benchmarking, and audi-         sites and intranet sites. This category includes
ence analysis. This category also includes training   predominantly one-way electronic communication:
programs that enhance communication within an         published content that audiences access online.
organization or among key audiences.                  Please consider carefully whether your program
                                                      fits this category or Category 17, Social Media.
CATEGORY 12: BRAND COMMUNICATION
This category includes strategies for new brands      CATEGORY 17: SOCIAL MEDIA
and for repositioning existing brands. Winners in     These programs encompass a quickly evolving
this category demonstrate the research used to        range of new tools and practices that allow in-
shape brand changes. Programs include brand           dividuals and groups to collaborate and share
architectures, changes to corporate identities and    knowledge and experiences online. These tools
                                                                                  2010 Bronze Quill • Call For Entries • IABC NOLA   3
and practices are intended to engage an audience
                                                          you need to tell the judges why your solution
(whether internal or external) in conversation,
                                                          was so successful and how it related to your
rather than broadcast information in one direc-
                                                          stated objectives and SMART goals.
tion.
                                                        • Demonstrating an understanding of your
The tools and techniques currently available in-          audience is a key component. How your work
clude (but are not limited to):                           successfully met the needs of the audience.
• Conversation-enabled publishing platforms             • Feedback from the audience or client on the
   (blogs, podcasts, etc.)                                success of your solution.
• Social networks (LinkedIn, Facebook, MySpace,
   Dopplr, etc.)                                        CATEGORY 18: ELECTRONIC AND DIGITAL COM-
• Democratized content networks (Digg, wikis,           MUNICATION
   message boards, etc.)                                This category includes computer-based commu-
• Presence networks/microblogging (Twitter,             nication projects produced for internal or external
   Jaiku, Pownce, etc.)                                 audiences that primarily use electronic produc-
• Content-sharing sites (YouTube, Flickr,               tion and/or delivery tools. This category includes
   Del.icio.us, etc.)                                   predominantly one-way electronic communication:
• Virtual networking platforms (Second Life,            published content that audiences access online.
   There.com, etc.)                                     This would include:
                                                        • Electronic newsletters.
Want to enter a social media campaign but think
                                                        • Electronic annual reports.
it will fit better in a category in the Communication
                                                        • Web sites.
Skills or Communication Creative divisions? That’s
                                                        • Intranet sites.
fine, as long as you’re clear in your work plan
about the fit.
                                                        CATEGORY 19: AUDIOVISUAL
                                                        Programs in this category use sound, video, film,
DIVISION 2: SKILLS                                      slides, CDs or a combination of these elements.
The Communication Skills division includes com-
                                                        This includes projects such as:
munication products (publications, advertising,
                                                        • Video programs/overall productions.
Web sites, newsletters, etc.) that showcase techni-
                                                        • Audio-only programs.
cal skills such as editing, writing and design.
                                                        • Slide-and-sound programs.
Note: An individual communication product may
                                                        • Films.
also be entered as part of an overall program in
the Communication Management division.
                                                        CATEGORY 20: PUBLICATIONS
Details to include in your work plan
                                                        This category includes internal or external publica-
• Describe the need or opportunity for the proj-
                                                        tions in all formats except electronic. Examples
   ect. Why were you asked to do what you did
                                                        include:
   and how would it benefit the organization and
                                                        • Magazines (one color or more).
   the audience?
                                                        • Newspapers.
• Who was your audience and what made them
                                                        • Magapapers/tabloids.
   unique or challenging?
                                                        • Newsletters.
• Describe your solution. Why did you do what
                                                        • Annual reports.
   you did?
                                                        • Special publications.
• What were the outcomes?
What the judges look for…                               CATEGORY 21: WRITING
• The good news is that your work sample is             This category encompasses original material writ-
  worth 75 percent of your score – so consider          ten for a particular communication project. This
  submitting pieces that show you’re deserving of       includes:
  being recognized as the top in your field.            • Personality profiles.
• To earn the 25 percent of your work plan score,       • Recurring features or columns.
                                                                                    2010 Bronze Quill • Call For Entries • IABC NOLA   4
                                                          •   Newsletters.
• Stand-alone features.                                   •   Annual reports.
• Editorials.                                             •   Brochures and leaflets.
• Advertorials.                                           •   E-newsletters.
• Interpretive/expository articles.                       •   Special publications.
• News articles.
• Speeches.                                               CATEGORY 23: OTHER GRAPHIC DESIGN
• Scripts.                                                This category is for projects that involve creating
• News releases.                                          an organizational brand identity or other graphic
• Sales promotion and marketing.                          project where design is the primary communica-
• Technical writing.                                      tion function. This includes cartoons, drawings,
• Writing for online distribution.                        paintings, collages, montages, posters, displays,
                                                          bulletin boards, mobiles, invitations, special signs,
DIVISION 3: CREATIVE                                      etc. that appear in:
The Communication Creative division includes              • Book and magazine covers.
projects that showcase creative talent and de-            • Posters.
sign that also perform communicative functions.           • Organizational identity materials (logos, etc.).
Entrants must demonstrate innovation, creativity          • Product labels and packaging.
and effective visual communication.                       • Direct marketing (direct mailings, branded
Note: An individual product may also be entered as part      gifts, etc.).
of an overall program in the Communication Management     • 3-D materials (T-shirts, etc.).
division.                                                 • Illustrations.
Details to include in your work plan for Division 3
(creative)                                                CATEGORY 24: INTERACTIVE MEDIA DESIGN
                                                          Design of electronic and interactive media ele-
• Describe the need or opportunity for the proj-          ments refers to interactive products that are used
  ect. Why were you asked to do what you did              with a computer. This includes:
  and how would it benefit the organization and           • Web site design.
  the audience?                                           • Intranet site design.
• Describe your solution. Why did you do what             • CD-ROMs or DVDs.
  you did?                                                • E-cards, banner ads, buttons, pop-ups, etc.
• What were the outcomes?
What the judges look for…                                 CATEGORY 25: OUTDOOR/3-D
• 95 percent of your score is on your work                These products are intended for the general public
  sample – so it should be stellar.                       and must be located outdoors. Examples include:
• Depending on your category, the judges will be          • Billboards.
  looking for solutions that demonstrate the best         • Murals and public sculpture.
  of the best. A “wow” factor that not only meets         • Outdoor and transport posters (for use at bus
  the needs of your audience or client, but also            shelters, airport terminals, “wrapped” buildings
  shows your ability to push the boundaries of              and cars, etc.).
  creativity and innovation, achieve technical            • Decorations, neon signs, awnings, street
  excellence and/or burst with imagination.                 furniture, etc.

CATEGORY 22: PUBLICATION DESIGN                           CATEGORY 26: PHOTOGRAPHY
This category is for design of internal or external       Original photographs created or commissioned for
publications in all formats, including electronic.        a particular communication project. This includes:
These publications include:                               • Single photos.
• Magazines (one color or more).                          • Photo essays.
• Newspapers.
• Magapapers/tabloids.
                                                                                        2010 Bronze Quill • Call For Entries • IABC NOLA   5
CATEGORY 27: ADVERTISING (CONVENTIONAL
MEDIA)                                                         meet size requirements. Use tabs to separate and
Entries in this category demonstrate creative and              label the different sections of your entry (i.e. entry
innovative use of traditional advertising media.               form, work plan, work sample). Avoid paper clips,
This includes:                                                 rubber bands and plastic sleeves – three-hole-
• Film/TV.                                                     punch materials instead.
• Radio.                                                       Consider using plastic sleeves only for materials
• Print.                                                       such as photos. Use re-sealable plastic pouches
                                                               for DVDs, CDs, videos, etc. Label all the elements
COMPLETE YOUR ENTRY FORM                                       of your entry in case they become separated.
AND ASSEMBLE YOUR ENTRY:                                       Label the binder or folder with the name of your
Assemble your entry:                                           entry.
The work sample can be either electronic or a
hard copy – and is the physical example of your                Technical specifications:
communication project. Please send the highest                 • Electronic and interactive work samples should
quality samples you can afford. Important: If the work           be viewable on Windows or Macintosh equip-
was completed on behalf of a client, include a written           ment and/or software.
letter of permission from the client on their letterhead ac-   • For web sites, provide the URL or IP address of
knowledging your role and their consent for you to submit        the site in your entry.
this entry. A printed copy of an e-mail granting permission,   • For intranets or “limited, secured access” sites,
signed by your client, is also acceptable.                       provide instructions on how to register for the
                                                                 site, along with an account name or password.
Entry Size
All entries should be contained inside a binder                Electronic entries will be disqualified if they con-
that has a maximum 2-inch spine. Pages inside                  tain viruses, if they disable or require disabling
the binder should be no larger than 8.5 by 11                  of any part of the computer system used in the
inches. Organize and condense your work to                     judging, or if judges cannot view or install work
provide a representative overview of your project.             samples using the instructions provided.
Do not go over the size limit. While a binder is
preferred, entries enclosed in a folder or envelope            Questions?
will be accepted but should not exceed one inch                If you have specific questions about preparing
in thickness. If the entry is submitted in a folder or         your work sample, or if you are unsure your work
envelope and is more than one inch thick, you will             sample meets the specified guidelines, con-
be disqualified. Exception: when a single piece of your        tact Indira Parrales at iparrales@gmail. com or
work sample that is critical to your entry—such as a video-    504.452.7710.
tape, book or 3-D item—exceeds the dimensions. In this
case, you may package the piece with your work sample.         PLAN TO ATTEND THE AWARDS DINNER
                                                               Tickets to the awards dinner will be available in
However, the rest of your supporting material must             April. The awards dinner will be held in May.




                                                                                             2010 Bronze Quill • Call For Entries • IABC NOLA   6
                          entry
                             form                                               IABC•NEW ORLEANS
                      20 Bronze Quill
                      11 AWARDS
                                                                                  www.nola.iabc.com


Please complete this form for each entry. Each entry must include a copy of the entry form,
your work plan and the work sample. Please type or print legibly.
Division:
Category:
Entry Title:
Organization (or School):
Client (if applicable):
Entrant’s name or names (to appear on the award):


Contact name:
Street address:
City/State/ZIP:
Phone:                                                  Fax:
Email:

Make checks payable to IABC Bronze Quill or charge to your credit card online via PayPal (nola.iabc.com).
Include check or PayPal receipt in Work Sample binder. Entries received without payment will be discarded.

 Entry and fee received by           Entry and fee received by           Mail or deliver entries with
 February 25:                        March 19:                           your online payment receipt or
 $25 Students                        $30 Students                        check (if applicable) to:
 $45 Members                         $60 Members                         BRONZE QUILL AWARDS
 $60 Non-members                     $75 Non-members                     IABC New Orleans
                                                                         c/o Indira Parrales
                                                                         40 Orpheum Ave.
                                                                         Metairie, LA 70005
                                                                         Hand delivering your entry?
                                                                         Please call me 504.452.7710

				
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posted:2/8/2011
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Description: Call for Entries