2017 Entry Guidelines & Information
- Each entry must be represented in its original format and must have been produced or implemented or run during the 2016 calendar year by a firm or individual located in Texas. If the entry was directed by a company, or a branch office of a company, and produced by another entity (agency, production firm, etc.), at least one of those must be located in Texas. It is acceptable for the work to have been for another geographic market as long as there was a Texas location involved in its direction or production.
- The firm or individual submitting the entry must have been involved in the direction, development, production and/or implementation of the submitted entry.
- Each entry must be prepared according to these guidelines and digital requirements. An entry that fails to follow these guidelines and the digital requirements is subject to disqualification.
- The judging committee may move an entry to a different category and/or divide or merge categories, as it deems appropriate.
- The decisions of the judging committee and the judges are final.
- No entry fee will be refunded due to an entry’s disqualification, or after the entries are judged.
Entries are completed online and all story boards are submitted electronically. In addition to completing the online questionnaire, each entry must include one (1) JPG document showcasing your submission – an “electronic story board.” Examples of story boards are provided within the entry form.Any attachment that does not match the criteria below will be disqualified:
Any attachment that does not match the criteria below will be disqualified.
Story Board Specs
The only file formats for the electronic storyboard that will be accepted are JPG files. Any other file format risks rejection. Multi-page documents will be disqualified.
Entrants are required to put the category and sub-category names and the submitting company’s name and/or logo on your electronic story board. If this information is not included on your board, it will be disqualified.
Image size: 20″ x 20″, RGB, 300 dpi, saved at 100% quality.
The electronic story board size is different than past years. Please be sure to adhere to the size guidelines above.
* denotes a new category for 2017
Brand Guidelines / Style Guide
Corporate Identity/Stationery Package (Three or more)
Focus Groups / Consumer Research (Qualitative)
Customer Surveys (Quantitative)
PUBLIC RELATIONS & COMMUNICATIONS
* Sales/Data Sheet
Sales Literature – Multiple Pieces
PR Campaign – Single Market
PR Campaign – Multiple Markets
PR Campaign – Non-profit, charity, cause
Internal Relations/Communications Program
Internal Relations/Communications Program (Non-profit)
Annual Report (Public company)
Annual Report (Non-profit)
Social Responsibility Campaign/Program
Crisis Communications – single event
* Media Kit
SPECIAL EVENT MARKETING
Event promotion – single event
Event promotion – 2 or more events
Event promotion non-profit – single event
Event promotion non-profit – 2 or more events
PRINT COLLATERAL & DIRECT MARKETING
Direct Mail: Two-Dimensional Mail (Single item)
Direct Mail: Two-Dimensional Campaign (Two or more pieces)
Direct Mail: Three-Dimensional
Product or Service Brochure (Single)
Product or Service Brochure (Two or more)
Product or Service Catalog
Company or Organization Brochure
PROMOTIONAL PRODUCTS, PACKAGING & POP
Promotional Product: Single
Promotional Product: Campaign (Three or more)
Paid Display, Standard
Paid Display, Rich Media
Paid Social Media
Newspaper Campaign (Two or more)
Outdoor Campaign (Two or more)
Magazine Campaign (Two or more)
Radio Campaign (Two or more)
TV Campaign (Two or more)
ELEMENTS OF ADVERTISING
Concept / Design
TRADESHOWS & DISPLAYS
Tradeshow Booth: Small (100 sq.ft. or smaller)
Tradeshow Booth: Medium (101 to 500 sq.ft.)
Tradeshow Booth: Large (500 sq.ft. or larger)
* Non-tradeshow Promotional Booth
Tradeshow Campaign (Three or more events)
Fixed Installation (Lobby or public area)
MARKETING CAMPAIGN (THREE OR MORE MEDIA REQUIRED)
Marketing Campaign – New Market Segment or Product Launch
Marketing Campaign: Business-to-Business
Marketing Campaign: Business-to-Consumer
Marketing Campaign: Non-profit
Marketing Campaign: Large Budget ($150,001+)
Marketing Campaign: Medium Budget ($25,000 – $150,000)
Marketing Campaign: Small Budget (Under $25,000)
Website: Most Improved
Website: Small Budget ($10,000 or less)
Landing Page: Business-to-Business
Landing Page: Business-to-Consumer
* Landing Page: Non-profit
Digital A/B Testing
Video on External Site (YouTube, Vimeo)
Social Media Campaign: Business-to-Business
Social Media Campaign: Business-to-Consumer
Social Media Campaign: Non-profit
Email Communication: Single
Email Communication: Campaign (Two or more)
Online Marketing (Across two or more unique platforms)
Case Studies / White Papers
* Customer Relationship Management or Loyalty Program
* Marketing Automation
INTERACTIVE & MULTIMEDIA
Video: Feature or Documentary
Interactive/Multimedia Marketing Presentation
Special Awards for AMA Members
The best marketers dare themselves to think differently, demonstrate creativity, independence, grit and guts. Maverick marketing prompts a unique response, and the nonconformists behind its creation, are doing something that has never been done before. Regardless of the media leveraged, maverick marketing gets noticed.
SHOESTRING MARKETING ($7,500 OR LESS)
Great things can be done with very little capital. Shoestring marketers stretch whatever budget they may have to create innovative campaigns that achieve great outcomes. We dare you to show how you used your special talents and finesse to make the most of a small budget to achieve amazing results.
This one is for the do-gooders, the givers, those that believe great marketing should never be limited to budget size and staff constraints. Tell us about the amazing marketing and creative services you donated to a charitable group or social organization’s marketing efforts.
As marketers, we’re encouraged to take risks, and while sometimes these risks pay off in big ways, there are other times great ideas just don’t pan out. That doesn’t mean the idea wasn’t great and worthy of recognition. We want to know about a great idea or risk you learned from. Tell us why it was great, why it didn’t work, and what lesson you learned from taking this risk.
* NEW KID ON THE BLOCK MARKETING
We know a lot of you are hangin’ tough in the startup world, and this category is for all you companies less than two years old. If you can tell us how you’re handling your marketing step by step, you can take home a Crystal Award. Do you have the right stuff?
Crystal Awards Entry Questionnaire
SITUATION / CHALLENGE
What was the core, basic problem to be solved or situation to be addressed by the entry?
Judges score on how clearly the challenge is stated. (800 word max)
What was/were the objective(s) to address the situation or challenge?
Judges score whether the objectives are sound, clear and measurable. If objectives aren’t measurable, judges score on whether they were clear enough to determine if they were achieved. (800 word max)
STRATEGY / TACTICS
What was the strategy and what tactics (actions) were undertaken for achieving the objectives?
Judges score on how well the strategy/tactics relate achieving the objectives. (800 word max)
How does the approach and tone of the creative message align with the target audience and support the stated objectives and strategies?
Judges score on how well the elements of the message, including the graphics and copy, align with the goals of the program. These criteria will allow judges to give credit for innovative and creative ideas within marketing programs. (800 word max)
What results did this entry deliver? Did the entry meet its objective(s)?
Judges score how effective the entry was in producing results that tie to the stated objective(s). The Results score receives DOUBLE WEIGHT, so it is extremely important to describe the results in as measurable of terms as possible to prove the objective(s) was/were achieved. (800 word max)