Judge’s Tips – Pauline Draper-Watts, Executive Vice President | Edelman Intelligence

Six tips for crafting an award-winning Silver Anvil entryIt is that time of year again, when we reflect on our best work and look to make our submissions to the Silver Anvils. Over the years, I have seen a mixed bag of entries. And while there is no magic formula for success, the stand out submissions tend to have a few things in common.With that, here are my top six tips to consider before you hit submit:Think like a judge and don’t assume they know anything about your entryWhile you will be excited about your submission, this will be the first time it is being seen by a judge and it will be unfamiliar to them. Is it understandable to someone who knows nothing  about it? Have you set the scene? Is it compelling? Are you trying to say too much? Judges will be reading multiple entries, so you want to make it as easy as possible for them. Skip the jargon and overly complex language.Read the entry guidelines and don’t ignore the fine printPoints are awarded for each section—insights and analysis, planning, execution and evaluation—so omitting or going light on any one of them will reduce your score. Give sufficient weight to each of the sections to ensure you cover all that is asked within the rules. Consider measurable objectives, the research methodologies, target audiences and how to best reach them, key tactics and challenges, the results, and how they tie back to the objectives. Then consider your supporting materials and match them to the four sections.Write your submission so that it is an enjoyable read and make it pleasing to the eyeYou want your entry to stand out, not only in terms of the quality of the work, but also in its flow and presentation. Likewise, provide the additional materials in an organized way so they are compelling and easy to follow.Have someone proof your entry for comprehension, spelling and grammarThis should be obvious, but it is worth stating based on some of the submissions I have read over the years. It is very frustrating to read a submission with grammatical errors or spelling mistakes. We are in the business of communications and all entries should demonstrate that fact. Do not underestimate the importance of this point.Ensure continuityMake sure that your submission flows and that the additional material provides relevant context and content. Resist the temptation to include everything – we’re looking for supporting material that is valid and relevant rather than filler. I have seen research submitted that was positioned to inform the campaign within the submission, but was obviously conducted after the campaign! Judges will look at and discuss the details, especially before choosing a winner, so it is important to get it right.Tell us why your submission is importantDo your results map back to the objectives? Increasingly, there is a greater focus on business impact rather than just impressions, messaging and other output oriented metrics. Linked with this is a more holistic, multifaceted approach to evaluation. For instance, tying the results to metrics that may exist elsewhere within the organization might help demonstrate the success of the activity.Enjoy working on your submissions and good luck!For more information, click here: https://bit.ly/2018anvils.