Entry Categories

DESCRIPTION OF CATEGORIES

SINGLE-ITEM & SERIES DIVISION

ADVERTISING

This category includes both paid and public service advertising.  You may submit single-item elements of a campaign in these categories, but a separate challenge statement tailored to each entry is STRONGLY advised (i.e., do not use your campaign challenge statement verbatim for single-item entries).

 

A. ONLINE ADVERTISING

Submit screen shots as JPEGs or PDFs

Include analytics as appropriate. All collateral materials must be uploaded. Or upload URL for live ads in URL section.

 

B. Outdoor Advertising

Submit color photographs as JPEGs or PDFs

All collateral materials must be uploaded.

 

C. Print

Includes single ads or series of ads in newspapers or magazines

Submit PDFs of the original materials

Scans of the clippings may be sent if desired

All collateral materials must be uploaded

 

D. Radio

Includes single spot or series. Spots may be 10, 20, 30 or 60 seconds in length. Radio spots should be submitted in URL section as a LIVE LINK to YouTube or your website.

 

E. Television

Includes single spot or series. Spots may be 30 or 60 seconds in length. TV spots should be submitted in the URL section as a LIVE LINK to YouTube or your website.

 

VIDEO

A. SINGLE VIDEO

Includes a single video of no more than 30 minutes in length. Videos should be submitted in the URL section as a LIVE LINK to YouTube or your website

 

B.  VIDEO – SHORT-FORMAT SERIES

Includes up to four (4) videos of two minutes or less each. Videos should be submitted in the URL section as a LIVE LINK to YouTube or your website.

 

CRISIS COMMUNICATIONS

This category recognizes specific crisis situations and unplanned events resolved through the use of public relations techniques. Entrants should outline the challenge, internal or external target audiences involved, and evaluate the effectiveness of public relations strategy in resolving the problem. Examples include medical accidents, investigations, security failures, labor disputes, natural disasters and others. Support materials should accompany the entry and may include newspaper clippings, broadcast stories, letters and other testimony.

 

MEDIA RELATIONS

This category looks specifically at the public relations professional’s skill in proactively pitching a story to the media. Entrants should outline the objective of the pitch, describe how media targets were selected and cultivated and detail all obstacles overcome in the successful pitch. Show how the media story supports the strategic goals of the organization. Describe how you successfully worked with the journalist to secure the story(ies).

 

If supporting materials were used, they should be included. Support materials may include pitch letters, news releases and other materials used to pitch the journalist. Include a summary of phone conversations with the journalist and editors/producers if necessary. Also include a brief summary describing the scope of the campaign and any documented result (for example: attendance to an event, screening participants, etc.). Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files

 

POTPOURRI

The potpourri category includes entries that do not qualify for any other category. Entries in this category may not be entered in any other category. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

PUBLICATIONS

A. Annual Report

Formats vary. Examples include newspaper supplement, magazine, calendar, electronic annual report, etc. All publications must be uploaded. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

B. BROCHURE

Includes online or print brochures. All publications must be uploaded.


C. Direct Mail

This category includes any publication that targets a specific audience by mail for any purpose including fundraising. Entrants should provide detailed summary results of the direct mail campaign.  Results will be paramount in judging. All publications must be uploaded.

D. External Periodicals

Issued at periodic intervals, distributed primarily outside the healthcare facility. Examples: Newsletters and magazines. All publications must be uploaded. Special Note: Submit two consecutive issues for judging.


E. Internal Periodicals

Issued at periodic intervals and distributed primarily within the healthcare facility. Examples:  Newsletters and magazines. All publications must be uploaded. Special Note: Submit three consecutive issues for judging.


F.  Special Purpose

Includes patient handbooks, newspaper supplements (other than paid advertising), recruitment literature and one-time publications for a specific purpose other than annual reports

All publications must be uploaded.


BLOG/VLOG

A blog/vlog aimed at reaching your organization’s patients, staff or community

Include examples of written posts and/or videos. Screen shots will be accepted. Live links should be included as well. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

SOCIAL/NEW MEDIA

A single social media effort aimed at reaching your organization’s patients, staff or community

Include examples of written posts and/or videos. Screen shots will be accepted. Live links should be included as well. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

SPECIAL EVENTS

This category recognizes the tremendous team effort on the part of public relations, marketing, and other departments to stage a successful special event such as a groundbreaking ceremony, open house, health fair, fundraisers such as golf tournaments, annual meetings, and more.

Entrants should outline the goals of the event and how they were executed, internal or external target audiences involved, and evaluate the effectiveness of the event in terms of meeting objectives.
Upload all collateral materials such as invitations, brochures, advertising, news releases, press clippings, videos, posters, premiums, and other appropriate pieces.

Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

SUCCESS ON A SHOESTRING

Projects of special merit with a significantly reduced, limited, or shoestring budget will be recognized in this category.  Projects appropriate for this category are one-time or first-time initiatives or the continuation of ongoing programs with newly-reduced funding.  If the latter, provide this year’s and last year’s budgets and samples from both years.

 

WEBSITES

A. WEBSITE

This category recognizes websites that serve as an organization’s primary online presence. Be sure to include the website address (URL). Provide JPEG screen shots of your main page and/or PDF story boards of your website. All collateral materials must be uploaded. This category will NOT be divided by agency produced and produced in house. All entries will be split by budget only: budget under $100,000 and over $100,000. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

B. MICRO-SITE

This category recognizes micro-sites created to support a specific initiative such as an event or ad campaign, for example. Be sure to include the website address (URL). Provide JPEG screen shots of your main page and/or PDF story boards of your website. All collateral materials must be uploaded. This category will NOT be divided by agency-produced and produced in-house, or by budget. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files. 

CAMPAIGN DIVISION


ADVERTISING

A. ADVERTISING CAMPAIGN – image/branding

Includes image/branding campaigns that utilize advertising and sales promotion in two or more media. Radio and television spots and other visual support should be submitted in URL section as a LIVE LINK to YouTube or your website. Submit color photographs for outdoor advertising as JPEGs or PDFs. All collateral materials must be uploaded.

 B. ADVERTISING CAMPAIGN – service line

Includes service-line campaigns that utilize advertising and sales promotion in two or more media. Radio and television spots and other visual support should be submitted in URL section as a LIVE LINK to YouTube or your website. Submit color photographs for outdoor advertising as JPEGs or PDFs. All collateral materials must be uploaded.

 

COMMUNITY RELATIONS EVENT/CAMPAIGN

This category reflects programs developed to reach out to communities in the organization’s service territory. This includes programs that target specific audiences and demographics and were developed to build relationships and deliver health information to the community through school programs, senior programs, special events, etc.

 

Entries in this category may include joint efforts with other hospitals, healthcare providers and community organizations. Entrants should outline the efforts, the objectives, the role of public relations or marketing and the resulting benefits to the community. Support materials should accompany the entry and may include newspaper clippings, broadcast stories, brochures, letters, speeches and other testimony.  All collateral materials must be uploaded.

 

CAUSE/SOCIAL MARKETING CAMPAIGN

This category reflects initiatives developed to increase awareness about a public health issue (e.g., domestic violence), influence legislation, public sentiment or rally support for a cause (advocacy). Entries in this category may include joint efforts with other hospitals, healthcare providers and community organizations.

Entrants should outline the efforts, the objectives, the role of public relations or marketing and the resulting outcome(s) of the initiative. Support materials should accompany the entry and may include newspaper clippings, broadcast stories, brochures, letters, speeches and other testimony.  All collateral materials must be uploaded.

 

MARKETING CAMPAIGN – IMAGE/BRANDING

Includes total marketing efforts of a healthcare facility, satellite facility or major program. Must be described and demonstrated through research, program objectives, strategy to accomplish objectives, implementation, evaluation of the effectiveness of the marketing promotional tools used, and report on current status. All collateral materials must be uploaded. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

MARKETING CAMPAIGN – service line

Includes service-line marketing campaigns. Must be described and demonstrated through research, program objectives, strategy to accomplish objectives, implementation, evaluation of the effectiveness of the marketing promotional tools used, and report on current status. All collateral materials must be uploaded. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

PHYSICIAN RECRUITMENT, RETENTION AND REFERRAL GENERATION CAMPAIGN

This category recognizes full campaigns that specifically target physicians in order to recruit them to work at an organization, improve relations with them to enhance retention, or generate leads from referring physicians. These campaigns can include creation of a newsletter and other publications, speaker’s bureau, orientation sessions, physician referral service, websites, advertising, outreach programs and more. Entrants should outline the challenge and the effectiveness of public relations/marketing strategy. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

PUBLIC RELATIONS CAMPAIGN

Initiative designed to solve a specific problem or to communicate with a specific audience, either internal or external, using multiple tools of communications. This category recognizes the individual practitioner’s analytical and creative skills.  This can include any program or special project in your organization which your department initiated to address a specific issue and/or audience.

 

This must be a project that you and/or your department had primary responsibility for executing. Submit a detailed case study outlining the situation, your assessment and analysis of the problem, methods chosen, implementation, evaluation and results. Submit copies of the resulting media coverage — include newspaper clippings, broadcast stories, letters, Web stories and other published materials. Upload URLs for all radio, television or video content. Note: This is for proactive PR pitches only, not crisis communications

SOCIAL MEDIA CAMPAIGN

Provide evidence of how your organization leveraged new or social media technologies/tools such as blogs, wikis, podcasts, pictures, video, vlogs, wall-postings, email, instant messaging, and RSS to communicate and strengthen relationships with target markets, including patients, staff, physicians, community, etc.

All items should be part of a comprehensive campaign. All materials must be uploaded. JPEGS of screen shots will be accepted. Live links should be included as well.  Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

 

 

HYBRID DIVISION

 ELECTRONIC MARKETING

This category recognizes use of electronic media—i.e., e-mail, e-newsletters and overall e-campaigns – for marketing/public relations purposes. Materials in this category must be PDFs created from the original file for e-use

Include explanation of distribution and rationale behind use of electronic vs. traditional media. May be one time, or a series of e-pubs or related efforts. Please explain how email list was obtained. Include tracking data. Electronic Marketing files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

 

INTERNAL COMMUNICATIONS

Any communication designed to be sent to hospital staff including employee newsletters, medical staff newsletters, brochures, posters, DVDs, intranets, voice mail, and other pieces used for communicating with staff – whether a one-time event or campaign, or an ongoing series. All files should be uploaded as JPGs or PDFs. Files may be submitted in the URL section as a LIVE LINK to YouTube or your website. Please do not upload Flash files.

CREATIVE (VISUAL) DESIGN & PHOTOGRAPHY CATEGORIES

DESIGN

A. Logo DESIGN

Submit stat copies and examples of logo used on stationery or object for judging. Upload JPG or PDF of logo and evidence of use.

B. Printed Piece DESIGN

May be banners, postcards, calendars or any printed piece including special publications such as special purpose, one-time publication or single issue of an ongoing publication. Large items that cannot easily be uploaded for viewing may be sent. Please upload a PDF where possible and make note in the comments section that you will be mailing a large item.

 PHOTOGRAPHY

Submit entry in the actual context it was used

For print media, submit photo, accompanied by evidence of use.  Commissioned original material only, no syndicated or stock photos

 

EXCELLENCE IN WRITING

A. BLOG

An original piece written or commissioned for a healthcare blog or for your own organization’s blog. Submissions must be shown in their final state via a screen shot as a JPEG. This category is not for blog design or campaigns. This is for writing only.

B. Feature Articles

An original piece written or commissioned for a healthcare publication, professional journal, magazine or newspaper. Submissions must be substantially unedited or revised. You must provide the publication in which it appeared, as well as the original manuscript, typed, double-spaced. Challenge statement should also include reasons for the article, research involved and any measurable reactions.

C. Other

Written pieces that do not fit into any of the above categories. Examples include white papers, communications to elected officials, case statements, Op-Ed pieces, brochures, etc.