Category: Best Marketing Initiative
Who should enter?
Entries are invited from organisations (private/public/voluntary) that have undertaken an effective marketing campaign using several elements of the marketing mix. This campaign needs to have demonstrable positive results. Marketing mix activities include Advertising (TV, Radio, Outdoor and Press), Digital Advertising, PR, Social Media, Sales activity, promotional activity, Trade etc. This list is not exhaustive.
Category Criteria
- Please put all your answers in the boxes provided
- Responses should not exceed 500 words per question
(Words over this limit will be discounted and ignored)
Please provide as much detail as possible when illustrating your response to the following questions/topics to help facilitate judging of your entry:
- The development and implementation of a clear and effective marketing strategy.
- How did you effectively use elements of the marketing mix to implement your strategy?
- Who did you engage with to implement your strategy and achieve objectives?
- Campaign results.
In addition, we have provided examples and guidance on the type of information that would help to strengthen youranswer.
Each question is worth 10 marks with a total of 40 marks available for each category.
Additional Criteria
Please read the General Notes for Guidance and Tourism NI Best Practice Guidelines for further pointers to help you when formulating your entry answers. (Available on the website “How to Enter NITA 2017”)
Where possible, you should include evidence in your answers based on the information included in these documents.
How your entry is scored
Each question is worth 10 marks with a total of 40 marks available. Scores will be moderated by the judging panel based on the scoring matrix below.
Score / Justification / Score / Justification0 / Absolutely no evidence offered / 6 / Evidence is good (but could be better)
1 / Limited irrelevant evidence provided / 7 / Good evidence and benefits for the operator drawn out and understood
2 / More evidence offered but it’s irrelevant / 8 / Evidence and benefits for business well articulated
3 / Evidence offered had limited relevance to operator / 9 / Very good evidence and implications for operator very well presented
4 / Evidence does have some relevance but incomplete (or lessons for business are unclear) / 10 / Evidence exceptionally good and benefits for business very clear
5 / Evidence useful, but not enough of it to draw strong conclusions
Following initial shortlisting by the Judging Panel, shortlisted entries will then go forward to the final stage of judging, which for this category is assessed by presentation to a panel of judges (presentation dates will be agreed with each shortlisted entrant in due course).
Applicant Information – These Questions are compulsory
Contact Name:Title/Role:
Organisation:
Address:
Postcode:
Email:
Telephone Number:
Mobile Number:
Website/Webpage:
How did you hear about these awards?
Entry Information - These Questions are compulsory
Project or Business Name:Please provide a synopsis of the property/business/festival/event you are entering in approximately 20 words which will be used in publicity
Please provide a jpeg image of the property/business/festival/event you are entering which will be used in publicity
(If you are sending your image as an attachment when entering rather than inserting it to this document please make a note here)
Company Information – These Questions are compulsory
Total Number of Employees:Number of Employees in
Owner/Management Roles:
Number of Full Time Staff:
Number of Part Time Staff:
Type of Organisation: / Small Private Business
(less than 10 employees)
Medium Private Business
(11-50 employees)
Large Private Business (51+ employees)
Association or Information Partnership
Multinational or Subsidiary
Community Organisation
Public Sector
Charity
Description and Nature of Business:
Number of years in business:
Question 1 (10 marks)
The development and implementation of a clear and effective marketing strategy.
N.B. Why did this campaign come about? What was the need? What macro and micro environmental factors were considered? What were your SMART objectives and how were these developed? How did they link to overall Business/Corporate Objectives? How did you segment your market? How did you utilise any market/segment research? Describe the campaign’s strategy?
NB: Each answer must not exceed 500 words. Words over this limit will be discounted and ignored.
Response:
Question 2 (10 marks)
How did you effectively use elements of the marketing mix to implement your strategy?
N.B.: Describe here the various elements of the marketing mix employed, which channels were used and why they were selected to implement your strategy, against budget. How did you monitor implementation / performance? How did you achieve effective marketing mix integration between offline and online tactics?
NB: Each answer must not exceed 500 words. Words over this limit will be discounted and ignored.
Response:
Question 3 (10 marks)
Who did you engage with the implement your strategy and achieve objectives?
N.B.: Did you use third parties such as clustering with other local businesses/ organisations/ stakeholders? How did you manage or develop key customer relationships? Give examples of any trade/ industry partnerships that may have helped this campaign.
NB: Each answer must not exceed 500 words. Words over this limit will be discounted and ignored.
Response:
Question 4 (10 marks)
Campaign Results
N.B.: Describe the campaign results relating back to the SMART objectives. Detail how each element of the marketing mix delivered for overall success. How did your results positively impact on your business? How did your results and learnings feed into future marketing planning? Evaluate the campaign using quantifiable measurements such as return on investment, changes in customer behaviour, sustainable added value to the organisation, to demonstrate success.
NB: Each answer must not exceed 500 words. Words over this limit will be discounted and ignored.
Response:
Declaration
I declare that the information supplied is correct to the best of my knowledge at the time of entry and agree to abide by the Terms and Conditions found on the website.
I accept the terms and conditions of this application as stated above.
PRINT/TYPE NAME: ______
CLOSING DATE is MONDAY 6th February 2017 at 5pm
Please email your completed entry form to
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