SILVER INKWELL AWARDS – Categories
All entries will be judged for creativity, technical expertise, content, and effectiveness in meeting stated objectives. In addition, judges will apply more specific criteria appropriate to each category, as specified in the list of categories.
1. Print
Includes any print publication, whether or not part of a series. Judges will consider how text and design work together to present a unified message. Submit entries in manuscript or typeset form with evidence of publication or use.
1.1 Newsletter
1.2 Newspaper (large- or small format)
1.3 Magazine or journal
1.4 Annual report
1.5 Brochure or booklet
1.6 Advertisement
1.7 Conference, training, or meeting materials
1.8 Investment or financial information
1.9 Direct mail
1.10 Most Improved print communications (include before and after samples)
2. Design
Judges will consider how overall design, including handing of text, and individual visual elements work together to move the message out to the audience. Text content is not a consideration.
2.1 Illustration (freehand or computer-assisted)
2.2 Cover (e.g., brochure, annual report, direct mail, etc.)
2.3 Logo
2.4 Organizational identity and graphics standards
2.5 Most improved design (provide before and after samples)
3. Writing
Judges will consider whether the writing (organization, word use, grammar, usage, and style) propels the message forward. Design is not a consideration.
3.1 News or investigative story
3.2 Press release
3.3 Feature story (including personality profiles)
3.4 Editorial, opinion piece, or other persuasive writing
3.5 Speech or script
3.6 Marketing and sales
3.7 Website or intranet writing
3.8 Educational, technical (including manuals), or other informative writing
4. Photos and Audiovisuals
Judges will consider how composition, technical production, and content make for a compelling message
4.1 Still photography (single photo, feature photo, photo essay)
4.2 Advertising, television or radio
4.3 Educational or training video
4.4 Promotional or sales video
4.5 Special-purpose video
5. Communication Plans and Campaigns
Judges will consider whether the plan shows a strategic focus with clear specification of objectives, and gives appropriate attention to measuring results. Judges also will look for evidence of audience/situational understanding, appropriateness of messages, solid tactical design, and plan implementation. Judges will assess how each plan element contributes to achieving the stated objectives.
5.1 Internal communication plan
5.2 External communication or community relations plan
5.3 Integrated (internal + external) communication plan
5.4 Advertising or marketing campaign
5.5 Media relations plan
5.6 Issue or advocacy campaign (designed to raise awareness)
5.7 Branding or image development (if a redesign, submit before and after samples)
5.8 Online communication program
5.9 Special event or special-purpose communication plan
6. Electronic and Interactive Materials
Includes Internet and intranet work samples, CD-ROMs, and other materials intended for online use. Judges will consider how visual direction and sound (when relevant) interact to enhance the intended message. Submit in any standard Windows, Adobe Acrobat, VHS, or audiocassette format. Provide URL for all Internet sites. For intranet and other non-public sites, provide printed versions highlighting significant features.
6.1 E-newsletter
6.2 E-magazine or e-journal
6.3 Internet site design, for-profit organization
6.4 Internet site design, non-profit organization
6.5 Intranet site design
6.6 Marketing or advertising, online
6.7 Online training or educational materials
6.8 Website signage or banner
6.9 CD-ROM
6.10 Digital campaign (integrated marketing or communications program incorporating various digital-only media platforms)
6.11 Video on the Web campaign (judging based on video, measurable by hits and tied back to ROI)
6.12 Social media strategy (blogs, podcasts, YouTube, Twitter, and social networks such as Facebook, Myspace and LinkedIn, etc.)
7. Social Responsibility
In addition to the criteria applicable to the type of work sample submitted (e.g., brochure, audiovisual), judges will consider work that communicates the importance of Corporate Social Responsibility, "green" practices (e.g., sustainable development, reduction of carbon footprint), and ethical best practice in any sector and across any communications discipline. Judges will also consider overall tone appropriate to both the message and the audience, consistency of message throughout, and means by which the target audience can take action.
8. Special Event or Special-Purpose
This category should be used in cases where the above categories are inappropriate. In addition to applying the criteria applicable to the type of work sample submitted (e.g., brochure, audiovisual), judges will consider overall tone appropriate to both the message and the audience, consistency of message throughout, and means by which the target audience can take action.
9. Government and Military Communication
In addition to the criteria applicable to the type of work sample submitted (e.g., brochure, audiovisual), judges will consider clarity (e.g., in line with plain English movement) and accessibility (e.g., meeting requirements of Section 508 of the Americans With Disabilities Act). Another consideration will be the ability to target the work to its intended audience, whether a single population with many common characteristics or a diverse population with only a few commonalities.
10. Non-profit, Fundraising, and Cause Marketing Communication
In addition to the criteria applicable to the type of work sample submitted (e.g., brochure, audiovisual), judges will give added consideration to cost effectiveness of entry. Another consideration will be the ability to communicate effective to both the financial audience (current and potential donors, grant organization, etc.) and the mission audience (current and potential membership, volunteers, and/or organizational benefactors).
