Capability Category


Excellence in Brand management


Building a new brand, repositioning an existing brand, creating diversification using a known brand or even retiring a brand, are challenges marketers increasingly face in the 21st century. Whether in the private, public or NFP sectors, the effective management of brand assets and keeping them fresh, relevant and attractive is a business imperative and a core marketing responsibility.
Successful brand strategies consider all the elements of building brand equity, increasing brand values over time and require an in-depth understanding of the target market – all aligned with the organisation’s overall vision.
This award will recognise the individual or team that has innovated a brand through a notable stage or change in its lifecycle, using a clearly defined process that has delivered on the objectives and achieved outstanding results.

Task: Brand marketing project.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, stakeholders, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• The successes from re-launching your existing product into a current market with a new look and feel.
• How using customer feedback and insights drove you to evolve your brand to be more engaging and exceed expectations.
• How you introduced your new brand to the digital world.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation .
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Excellence in Corporate reputation


Successful management of corporate reputation relies on effective stakeholder communications, collaborative working across the business and the ability to respond quickly and appropriately in a crisis. In this digital age, where positive brand perceptions built up over decades can be destroyed in a matter of hours, managing corporate reputation requires careful real-time management and instant but well thought through response strategies. With customers and influencers making decisions often shaped by third parties, managing and monitoring corporate reputation requires complex stakeholder strategies, robust processes and highly effective marketing skills to execute them. Risk prevention may be your mantra.
This award will recognise the organisation that can demonstrate it has applied a robust approach to managing its reputation across internal, external or both types of stakeholders. We will be looking for examples that demonstrate ethical and best marketing practice, and an application that has delivered clear business benefit.

Task: Corporate reputation or risk project.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customers, competition, insights developed, environment, processes, stakeholders, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• How you successfully managed a social media crisis where you implemented a response to manage customer expectations online.
• Ensuring compliance with legislation when managing media attention.
• Innovative use of crisis management techniques to mitigate risks when unhappy employees tried to damage your organisation’s reputation.
• How you encourage risk but still manage to comply with regulation.

Judging criteria:
• An innovative, original and creative project that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Excellence in Customer experience


Brands set an organisation’s promise of value to its customers. Marketers lead this promise. Top of a marketer’s priority list is that the customer experience matches the expectations, with Marketing being responsible for researching and articulating the desired customer experience, and developing the customer journey to achieve this. A forward-thinking organisation shows a truly cohesive strategy that delivers a consistent customer experience across all of its touch points.
This award will recognise demonstration of a customer experience project, where that experience is aligned to the overall brand value of the organisation, and where customer expectations are met or exceeded.

Task: Project built around customer experience improvement.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, stakeholders, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• Where a new customer journey is busting engagement and profit targets.
• Recreation of customers’ online experience to surpass all expectations of levels of loyalty.
• Streamlining internal processes to improve the customer experience and drastically reduce customer effort.
• Leaps in customer satisfaction scores based on changes made to the customer experience.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Excellence in Digital transformation


In successful organisations, digital is no longer the remit of one individual or team but sits at the heart of organisational strategy and is embraced by all customer-facing disciplines. To truly get it right, the entire organisation has to undergo a digital transformation, impacting how the employee interacts with the customer. Marketing has a central role in driving this change to improve customer focus, ensuring that change is focused around how technology enhances the user experience, rather than focusing on the technology itself.
This award will recognise the marketers who can demonstrate having played a key role in successfully transforming all or part of its organisation into a digitally-enabled, customer-focused business.

Task: Digital transformation project.

Entry criteria:
1. Summary of process in place, in particular insights developed to support the project.
2. Aims and objectives.
3. Strategy and how it has been implemented.
4. Evidence of collaboration with stakeholders; employees, customer and influencers, to include testimonials.
5. Measurable results and evidence of the positive impact on the business.
6. Customer expectations and how they were met or exceeded.
7. Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• How you have fundamentally changed the online customer experience to meet the needs of the business and the demands of your customers.
• Outstanding results where incorporating Enterprise Content Management solutions has transformed both your customer experience and the experience of your employees.
• How you have successfully embraced technology and/or social media to streamline your business processes to transform the customer experience whilst reducing costs.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Innovation


Marketing’s role in innovation is ultimately to champion the customer – not just through the product or service itself, but through ensuring processes are constantly improved to achieve a better result. Innovation is a potential key source of competitive advantage. In some instances marketing is responsible for the entire product lifecycle, in others marketers are responsible for the value proposition that will lead to the success of a new product or service. Each success story has a market-driven process behind it that ultimately ensures the right products or services are delivered to the right target market and are embraced by the customer.
This award will recognise the organisation that has developed an innovative process, product or service with an outstanding value proposition.

Task: Innovation project.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, stakeholders, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• How you have you created an exceptional value proposition that has resulted in increased demand.
• Your successes in defining a new business process that uses unique methods or technology and is demonstrably improving productivity and efficiency.
• How you developed an outstanding value proposition that is surpassing all targets for engagement with the customer and the customer experience.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Integrated marketing communications


One of the most sweeping changes affecting the marketing profession over recent years has been the proliferation of communications channels. With so many channels available, the biggest challenge is selecting and combining the right ones to deliver the intended message in order to engage with the target audience – often as part of a complex, multi-channel and tightly integrated campaign. Creating and executing communications plans that ensure a cohesive brand experience and aligned campaign messaging across a broad range of channels is a core marketing competency, and can generate high impact as well as deliver outstanding results.
This award will recognise the organisation that has demonstrated excellence through the use of multiple channels to meet or exceed campaign objectives.

Task: Integrated marketing communications project/campaign.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, stakeholders.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• Outstanding results from your marketing communications campaign across a mix of channels such as social media, outdoor advertising and point of sale.
• Campaigns that have over-exceeded the original objectives.
• How the move to using the right mix of channels increased ROI.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Marketing performance measurement


In most organisations, marketing is under considerable pressure to deliver results that can be quantified. It can be all too tempting for marketers to focus on the creative aspects of strategy and campaigns, missing out the key processes of measurement, analysis and future improvement of marketing effectiveness and efficiency, using the core elements of data, analytics and metrics.
This award will recognise the individual or team that can demonstrate how they excelled with a winning approach to marketing performance measurement, analytics and reporting. Whether it’s for an individual campaign or a complex marketing programme (on- or off-line) targeting customers, prospects or employees, you will need to show how you have tracked and used results to improve return on marketing investment. Show how you have learnt by results.

Task: Project focused on marketing investment improvement.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, stakeholders, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018
Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• Exceptional interpretation and application of analytics and reporting methods to drive a key change in the way the business interacts with its customers.
• Intuitive use of analytics about the customer journey on your website, leading transformation of the structure or content of your website.
• Innovation in email marketing based on reports from the click through rates on your emails.
• Successes resulting from correlations between social media analytics and website analytics driving change in your marketing approach.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Partner marketing


Selling or influencing through indirect channels enables an organisation to expand its reach. And working with one or more strategic partners can be a foundation of its marketing and sales strategy. However, achieving an alignment of your organisation’s marketing approach with your channel partners’ objectives and goals, and ensuring they are fully engaged behind your brand objectives, are critical success factors that are often difficult to attain.
This award will recognise the partnership that can demonstrate that its joint approach to marketing excellence has had a positive impact on customers, and a quantifiable impact on the organisation’s objectives.

Task: Partner or Channel marketing project.

Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, stakeholders, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Evidence of collaboration with stakeholders; employees, customer and influencers; to include testimonials.
• Measurable results and evidence of the positive impact on the business.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your project and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• Vendor and reseller partnerships that have conducted innovative marketing programmes that have achieved new heights with business sales.
• Organisations driving increased sales performance with marketing campaigns with suppliers or channel partners.
• Organisations delivering a joint proposition to the market, winning enhanced engagement with customers and new work.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to both organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Cost: IRs. 9,000 + S.Tax

Best Media Relations / PR Campaign


Entry & Judging Criteria:

To be eligible, the campaign must have taken place (either in part or in full) between April 2017- July 2018. Some of the work must have occurred during this time, but it’s not necessary for it to be completed during the eligibility period. Entrants may submit as many campaigns as they wish as long as it is within category guidelines.

Within your synopsis, please describe your campaign or PR initiative using the following sub-headings:
• Budget (All budget information is strictly confidential and will not be published w/o expressed permission.)
• Objectives
• Strategy
• Tactics
• Execution
• Evaluation of Success/Results/ROI
We recommend that you keep the synopsis to around two pages.
(Supportives have to uploaded on google drive and the link to be included in the nomination form).

Best brand loyalty marketing campaign


Entry criteria:
• Background: outline the challenge you faced; you may wish to include information such as your market(s), customer(s), competition, insights developed, environment, processes, etc.
• Aims and objectives of the initiatives.
• Strategy and how it has been implemented.
• Measurable results and evidence of the positive impact on the brand awareness and acceptibility.
• Customer expectations and how they were met or exceeded.
• Provide a brief summary of your campaign and include why you feel it deserves recognition by ACEF

Timeline: April 2017- July 2018

Examples of what to enter: The following are suggestions of typical projects to enter. Please do not restrict yourselves to these:
• How you have you created an exceptional value proposition that has resulted in increased demand.
• Your successes in defining a new business process that uses unique methods or technology and is demonstrably improving brand awareness.
• How you developed an outstanding value proposition that is surpassing all targets for engagement with the customer and the customer experience.

Judging criteria:
• An innovative, original and creative approach that includes consideration of markets, challenges, competition and changing customer needs .
• Evidence of quantifiable aims/objectives and timelines .
• Relevance and justification of the strategic approach taken .
• Evidence of a plan that incorporates insights and demonstrates effective time and budget management .
• Presentation of results and evaluation using relevant metrics e.g. evidence of positive changes in customer behaviour, improved satisfaction in customers and other stakeholder groups or sustainable added value to the organisation.
• Compelling argument as to the value and relevance of this project for recognition by ACEF in this category .

Best Use of Data & Research


Recognises the best marketing campaign, initiative or programme that adopts innovative and effective business intelligence, data planning, measurement and analytics tools to improve targeting while driving the organisation’s core business objectives.

Entry & Judging Criteria:
To be eligible, the campaign or Activity using Data & Research must have taken place (either in part or in full) between April 2017- July 2018. Some of the work must have occurred during this time, but it’s not necessary for it to be completed during the eligibility period. Entrants may submit as many campaigns as they wish as long as it is within category guidelines.

Within your synopsis, please describe the successful use of Data and Research using the following sub-headings:
• Objectives
• Strategy
• Tactics/Ideas of implemantation
• Usage and Execution
• Evaluation of Success/Results/ROI
We recommend that you keep the synopsis to around two pages.
(Supportives have to uploaded on google drive and the link to be included in the nomination form).




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