Statement of Communications

The 2019 Adrian Awards judges examine the Statement of Communication and supporting materials provided with each entry. In an effort to ensure impartiality on the part of all judges, agencies should refrain from using their company names within their text. When preparing your documentation keep in mind that you are limited to 1,000 characters per category text box. (7,000 per entry). However, please be as descriptive and concise as possible. Spaces count as characters. Below are more details on the Statement of Communication for each area of the competition.

STATEMENT REQUIREMENTS FOR ADVERTISING, DIGITAL MARKETING AND PUBLIC RELATIONS DIVISIONS

(The information below appears as text fields within the entry site online form.)

Situational Analysis: Please provide a brief background on the project.

Marketing Objectives: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience.

Research, Planning, and Implementation: What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method.

Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

 

STATEMENT REQUIREMENTS FOR INNOVATION ENTRIES

(The information below appears as text fields within the entry site online form.)

Innovation – a new idea, device or method; the application of better solutions that meet new requirements, unarticulated needs or existing markets.

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific results (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience.

Research, Planning, and Implementation: What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.

Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace?

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.

Budget Continued: Please provide as much of the following information as possible:

a) Include total budget vs. total actual cost. b) How much revenue has the piece or campaign generated and does this amount to your goal? c) What was the return on investment? If this information is confidential, please state as much in the text box provided.

STATEMENT REQUIREMENTS FOR CORPORATE SOCIAL RESPONSIBILITY ENTRIES

(The information below appears as text fields within the entry site online form.)

Situational Analysis: Please provide a brief background on the project.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship. We hope to recognize the standout environmental, social and governance performance of companies in hospitality, and celebrate the most successful ones that report on their responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Creativity and Innovation: What new and innovated ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to CSR from the tourism and travel industry?

Communication: How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message? Transparency and public commitments help make a company’s sustainability program even stronger.

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership: To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

STATEMENT REQUIREMENTS FOR HSMAI FOUNDATION’S TALENT & LEADERSHIP AWARD

(The information below appears as text fields within the entry site online form.)

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address.  Give an overview of your project as it addresses the HSMAI Foundation Mission:  To elevate the overall caliber and performance of sales, marketing and revenue management professionals in the global hospitality industry by driving initiatives that will attract new talent, develop emerging talent, and engage existing talent.

Target Audience: Who was/is the target audience? Explain the composition, size and location of your audience, distinguishing characteristics, and selection criteria.

Objectives and Goals:  What did your organization set out to achieve in undertaking this initiative?  What were the goals and what measurements did you set for success?  How are the goals tied to your business plan?  How will this initiative impact the industry outside your organization?  What obstacles did you encounter?

Research, Planning, and Implementation:  What research was conducted prior to planning the initiative?  Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts.  Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication: What were your key messages?  How did you differentiate your messages?  What was the purpose of the communications?  How did you communicate your actions to the target audience?  What other stakeholders or media did you approach for assistance?

Results and Impact: What results had the greatest impact on your target audience?  What results were directly tied to the HSMAI Foundation Mission?  Which of your original goals was achieved?  Please comment on the process and the outcomes.  What measures were used to determine success?  How was the data collected?  What is the status of the initiative now – will continue?  Was it effective?  Will it be used continuously?  Will you help others use the initiative to help the industry meet its needs for exceptional talent?  How?

FACEBOOK MOBILE AWARD

Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience.

Research, Planning and Implementation:  What market research was conducted prior to planning the piece/campaign?  Describe how you planned and produced the creative assets with the mobile canvas in mind.

Goals of the Campaign:

Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace?

Mobile Analysis:  What mobile considerations did you explore as you were planning your campaign?  Did you have a mobile experience?  How did you optimize your creative for mobile?

Marketing Mix for the Campaign:  How was the budget split between channels?

Results: Which of your original goals did you achieve and how?  How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?