Entering the FE First Awards 2012

1. Entering the FE First Awards 2012 Making the most of your entry

2. Welcome - contents Introduction Awards categories Benefits of entering The basics Judging Evaluation More detail on the individual categories Questions

3. FE First Awards 2012 (1) Internal Communications Campaign Communications Campaign Magazine Publication Collaboration Public Relations Campaign Market Research Website, sponsored by femarketing.co.uk New - Digital Communications Campaign, sponsored by Blackboard Connect

4. FE First Awards 2012 (2) Marketing to Business & Employers Apprenticeships Campaign Higher Education Campaign 16-19 Campaign, sponsored by Net Natives General Full-time prospectus* New - Marketing Team of the Year* The Further Education Marketing Professional of 2012* * = only open to current College Marketing Network members

5. Why enter the Awards? To reflect on and learn from what you have achieved To gain recognition both internally and externally To compare and measure yourself with colleagues

6. The basics (1) Closing date: 26th September 2012 Awards night: Monday 26th November 2012 at the CMN Gala Dinner Attend just for the gala dinner – costs available for the dinner or DBB – or attend the full conference with gala dinner included Gold, Silver & Highly Commended Awards can be made in most categories: shortlisted colleges are invited to attend the gala dinner in advance In the FE Marketing Professional category, only one award will be made

7. The basics (2) The following items MUST be included with your entry: 1 awards entry form to cover all the categories you enter (published in the Awards brochure and on the website); A purchase order number or cheque for the entry fee for the total number of entries; 3 copies of each category submission, including any prospectuses, brochures or campaign literature, in 3 separate folders; A completed executive summary at the front of each of the three copies of your entry.

8. The basics (3) Individual proforma entry forms – for all categories except Marketing Team of the year and FE Marketing Professional. For these 2 categories, there are criteria listed on the website www.m-network.org, in the document “Extra information for entrants.” Answer the questions and provide the requested information/background – concisely. Use plastic document pockets sparingly.

9. The judging (1) 60/40 split – your submission makes all the difference Relation to strategic plan/marketing plan SMART objectives + assessment of how far they’ve been met Executive summary Evaluation Feedback

10. The judging (2) Entries processed at CMN office Sent out to judges Results received back during October Awards and certificates produced Judges invited to gala dinner and to feedback session at conference Feedback sent to entrants

11. Evaluation Key to success of your entry Objective, robust, justifiable Assess your SMART objectives honestly Give figures, quotes with provenance, research results, etc Use evaluation of previous project(s) to show rationale for current entry Use appendices for questionnaires, full results, etc. Use the last section of the entry form to assess lessons learned

12. Aims and objectives – what’s the difference? Aims: the overall aims for your project/ campaign/publication/website…. eg. to establish your new brand in the community Objectives: the measurable steps you’ll take to reach your aims… eg. to research brand options by…; to achieve 90% new brand recognition by …; to launch the new branding on …; to develop a new website using the new branding by…, etc.

13. SMART objectives S - Specific M - Measurable A - Achievable R - Realistic T - Time-defined

14. The categories: common elements Make target audience clear Why, what, when, how, who? Research & rationale SMART objectives, honestly assessed Originality and creativity – but is it a success? Evaluation

15. The entry document: common elements Executive summary Use the correct proforma/follow the criteria for Team & FEMP Awards Be clear & concise – note guideline wordcounts Make documents and appendices easy to read – beware the use of plastic pockets!

16. Marketing Team of the Year Award Only open to CMN member colleges No proforma entry form Entry must include: A team structure and brief outline of roles and responsibilities; An outline of the marketing team’s priorities for the past year, with reference to the college’s Strategic Plans, the marketing plan and any other relevant context; Brief discussion of team deployment to meet these priorities, and how effective they have been, including any evaluation which has been carried out; A detailed description of a major team project which has had a measurable impact on the college; A brief discussion of lessons learned and evaluation of the team’s impact; any plans for future developments in the light of the year’s achievements; objective endorsements and testimonials by third parties where relevant.

17. FE Marketing Professional Award Only open to CMN member colleges No proforma entry form Entry to be made by line manager or equivalent Entry must include: Brief CV/outline of responsibilities and experience Details of specific project which has had measurable impact on college

18. Notes on other categories Internal Communications: Aimed at staff OR students OR both – make it clear Show the impact – objectively Communications Campaign Multi-channel comms campaign with a strategic aim Not mainly PR Scope, planning, channels, impact, outcomes

19. Notes on other categories (2) Magazine Publication: Any publication in this format – and why this format? Relevance to target audience/design for purpose Collaboration Partners/project? – roles, targets, aims Ongoing? Interim report? Levels of evaluation? – explain

20. Notes on other categories (3) PR Campaign: Reputation-building Background, objectives, coverage, achievements Market research Foundation of effective marketing Internal/external – in-house/commissioned How has it been used?

21. Notes on other categories (4) Website: Winner may not be the best ever website… it’s the journey…. Innovation, clarity, ease of navigation, collection of marketing data, analysis of effectiveness, interactivity, customer focus…. Digital Communications Campaign: A definable, discrete campaign within a time period for a specific aim Integration and innovative use of media Coherent strategy, common message

22. Notes on other categories (5) Marketing to Business & Employers: Links with Business Development Unit? Research? Media? Impact? Strategic planning? Apprenticeships Campaign Aimed at employers, young people, both? Links to Strategic plan/college priorities Range of media?

23. Notes on other categories (6) Higher Education Campaign: Large or niche provision? – rationale and research Market analysis, college’s strategy, comparative numbers of applicants Differentiation 16-19 Campaign Recruitment campaign – or not Relevance to target group Responses and feedback, evaluation and outcomes

24. Notes on other categories (7) General Full-time Prospectus: Marketing NOT a design award – product must be backed up by the submission Only open to colleges in current membership of CMN Evidence of impact – numbers, focus groups New approaches – how does it link to other channels? Concept, design, market testing

25. Questions….. Email office@m-network.org Phone 01772 257833 Rachel Smith Chief Executive College Marketing Network