Namic EMMA Competition




2014 Excellence in Multicultural Marketing Awards (EMMA)




NAMIC EMMA

2014 OFFICIAL COMPETITION RULES


Download Rules as pdf

BACKGROUND

The National Association for Multi-ethnicity in Communications (NAMIC) Excellence in Multicultural Marketing Awards (EMMA) is comprised of two elements:

  • Case Studies/Campaigns for efforts to acquire and retain culturally diverse customers through integrated, multi-platform marketing, operational, community and public relations, and/or diversity awareness.
  • Marketing Tactics in the categories of direct mail, diversity awareness, digital, experiential marketing, grassroots, out of home, premium, print, over-the-top subscription services, radio, social media, television, and all other media.  Each type of tactic will be judged as a separate category.

Each element will have two divisions of competition:

DIVISION I – MEDIA CONTENT DISTRIBUTORS

The category is open to all operators at the corporate, division, region or system level; marketing co-ops; agencies; broadband distributors; or over the top subscription services.

DIVISION II – NETWORKS AND COMMUNICATIONS SUPPLIERS

The Networks and Industry Suppliers category includes, but is not limited to terrestrial broadcasters, networks, content aggregators and providers, movie studios, independent production companies, agencies, technology companies, equipment developers and providers, consultants, over the top subscription services and other suppliers to the communications industry.

 

ELIGIBILITY

We invite you to submit marketing efforts that were first used, published or aired between June 1, 2013 and May 31, 2014.

 

ENTRY FEES

There is a non-refundable fee of $300 for each entry.  One may enter the same ad/campaign in more than one category; however each entry will be charged $300.

 

ENTRY DEADLINE

COMPLETED ENTRIES MUST BE RECEIVED BY NAMIC BY 11:59 PM EDT ON FRIDAY, JUNE 27, 2014.

 

JUDGING

Incomplete entries or entries received late will not be judged. Please note entries will not be returned.

A panel of industry marketing experts chosen by NAMIC will evaluate all entries.  The judges in each entry category will determine the number of winners.  Since each entry is judged against a standard of excellence and not against other entries, there may not be a winner in every category.

Winners will be acknowledged at the 28th Annual NAMIC Conference, scheduled for September 16-17 at the New York Marriott Marquis in New York, NY. Select winning entries will be profiled in CableFAX: The Magazine. Winners will also be be recognized on the winners section of this site, namic.com, NAMIC’s Facebook, LinkedIn, and Twitter pages.

 

CASE STUDIES / CAMPAIGNS CATEGORY

Case Studies/Campaigns awards recognize efforts in integrated, multi-platform marketing, operational, community, public relations and diversity awareness efforts to acquire and retain culturally diverse customers, talent, and business and community partners.

We invite you to submit integrated marketing efforts that were first used between June 1, 2013 and May 31, 2014.

This is a case study competition, and entries will be evaluated based on strategy development, implementation and analysis of results.  Valid entries might include, but are not limited to:  Promotional campaigns, programming/tier launches, ad sales, community/public relations initiatives, diversity awareness campaigns, retail or media tie-ins, segmentation efforts, on-air tactics, packaging concepts, employee incentives, grassroots, operational improvement efforts or other innovative approaches to multicultural marketing.

The prospects targeted for an entry must include one or more cultural segment, including, but not limited to: African American, Asian, Hispanic, and LGBT markets.

You may pull one element from a case study / campaign entry and re-enter it separately in the marketing tactics category under the appropriate single medium.

 


MARKETING TACTICS CATEGORY

Awards in this category will recognize excellence in developing individual tactics for ethnic-targeted marketing.

We invite you to submit marketing materials that were first used between June 1, 2013 and May 31, 2014

Categories include:

  • Direct Mail
  • Diversity Awareness
  • Digital (includes mobile, websites, online ads, and podcasts)
  • Experiential Marketing (“live” marketing with which the audience directly interacts with the product)
  • Grassroots
  • Out of Home (bus wraps, billboards, etc.)
  • OTT (over-the-top subscription services)
  • Premium
  • Print
  • Radio
  • Social Media (includes blogs, social networking and promotions)
  • Television
  • All Other Media (includes kits)

SUBMISSION PREPARATION AND REQUIREMENTS

 

CASE STUDIES/CAMPAIGNS:

MARKETING TACTICS:

Preparing Your Entry

For each entry, please submit an outline (750 words or less) that includes ALL of the following:

  • Background – What challenge/ problem did you identify? What part did primary or secondary research play in the identification?
  • Strategy – What new and innovative strategic plan did you develop to tackle your challenge?
  • Objectives – What specific targets were set for this marketing or operational activity?
  • Tactics – List tactics and, if appropriate, submit creative/support materials.
  • Results – Please share specific quantitative and qualitative outcomes.  Include an explanation of how your results can be duplicated and/or scaled.

 

Entries that do not include results will not be judged.

 

For each entry, please submit a strategy statement (125 words or less) that includes ALL of the following:

  • Specific goals
  • Target audience
  • Results

 

Entries that do not include results will not be judged.

 

 

 

What To Submit

 

CASE STUDIES/CAMPAIGNS:

Outline (see “Preparing Your Entry” above)

OPTIONAL:  Entrants may submit charts of results and creative/support materials, although these are not required.

Acceptable Formats:

  • JPEG
  • GIF
  • PNG
  • PDF
  • MP3
  • MP4
  • M4V
  • QT
  • MOV
  • WMV
  • Total file size must not exceed 50 MB

Upload limit: maximum of five (5) files

Please note, only the first 5 minutes of video submissions will be viewed.

Non-English submissions must be translated. If they are not, they will be disqualified.

 

 

MARKETING TACTICS:

Strategy Statement (see “Preparing Your Entry” above),  PLUS

All tactic-specific materials (see below).

  • Digital: link(s), Screen shot(s)/digital images
  • Direct Mail:  Visual representations of mailpiece
  • Diversity Awareness: Visual representations of support materials
  • Experiential Marketing: Photographs or video
  • Grassroots: Visual representations of Flyers, ads, tip sheets, etc.
  • Out of Home: Photographs of the signage
  • OTT: Video and audio samples
  • Premium: Digital image(s) and submit 3 samples
  • Print: Ad(s)
  • Radio: Spot(s)
  • Social Media: link(s), Screen shot(s)/digital images
  • Television: :30 or :60 Spot(s)
  • All Other Media: Samples of creative or other support materials

All materials must be submitted in digital format with the exception of Premium. Please send materials for Premium submissions to:

NAMIC
Attention: EMMA
320 West 37th Street, 8th Floor
New York, NY 10018

Acceptable Digital Formats:

  • JPEG
  • PNG
  • GIF
  • PDF
  • MP3
  • MP4
  • M4V
  • QT
  • MOV
  • WMV
  • Total file size must not exceed 50 MB

Upload limit: maximum of five (5) files

Please note, only the first 5 minutes of video submissions will be viewed.

Non-English submissions must be translated. If they are not, they will be disqualified.

 

 

 

Evaluation Criteria

 

CASE STUDIES/CAMPAIGNS:

Evaluation will be primarily based on assessment of strategy, implementation and results.  The emphasis is on documented results – this is a case study, not a creative competition. Entry should contain a minimum of two different integrated media.

 

MARKETING TACTICS:

Entries will be evaluated on:

  • Sound or innovative strategy
  • Strength of creative execution against the strategy
  • Results and how they can be duplicated and/or scaled

All entries and materials submitted will not be returned or acknowledged. Except where prohibited by law, entry submission grants NAMIC and CableFAX: The Magazine the right in perpetuity to reproduce, publish, use, edit, adjust, and modify the entry in any way, in any and all media, without limitation and without compensation to entrant. NAMIC and CableFAX: The Magazine may publish an entry submitted by any entrant. If an entry is selected for publishing, it does not create a confidential relationship between the entrant and NAMIC, CableFAX: The Magazine or any of their respective affiliates or subsidiaries.

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