Choose a division and category

There are three divisions and 41 categories. Start by selecting a division in which you want to enter your project.

A project may be entered in more than one division and more than one category. You will be required to complete an entry form, work plan, and work sample for each entry and pay an entry fee for each entry, but it is worth the effort.

Read the definitions of the divisions carefully and decide what aspect you would like to be evaluated on and where you feel you really excelled (wanting to win is good!). Read the definitions of the categories and decide where to enter your project. It is very important that you choose correctly.

If the evaluators feel that you have entered in the wrong category, they will move your entry – and motivate why. This will always be done to your benefit.


Division 1

Campaigns

Campaigns would typically include a range of communication platforms, be run over a specific period of time, and be aimed at one or more target groups.
  • 1. Social media campaigns
  • 2. Brand-building campaigns
  • 3. Diversity awareness campaigns
  • 4. Fundraising campaigns
  • 5. Integrated public relations campaigns
  • 6. Issue management campaigns
  • 7. Crisis management
  • 8. Media coverage
  • 9. Student recruitment campaigns
  • 10. Internal campaigns
  • 11. Community and social responsibility projects
  • 12. Marketing campaigns
  • 13. Alumni campaigns
1. Social media campaigns
Social media campaigns could come from any area of marketing, advancement or communication. In the 12 months preceding the entry, programmes may be ongoing or new. The campaign must have been in place long enough to have produced measureable results. Campaigns could focus on: • Alumni • Fundraising • PR and marketing • Student Life
2. Brand-building campaigns
This category deals with the implementation of strategies for new brands and the repositioning of existing brands in relationship to internal and external audiences. Entries must demonstrate how research was used to inform the brand strategy, and discuss the strategic approach and results. It may include brand characteristics and attributes, changes to corporate identities, and design solutions that address the challenges of brand communication. These campaigns are total packages, as represented, for example, by space ads, display posters, billboards, multimedia ad campaigns, and web advertising. It can be for the institution as a whole or for a department or faculty or function at the institution, such as a business school. It must be more than a logo redesign.
3. Diversity awareness campaigns
This category is for diversity-oriented activities and programming conducted annually, that may include special staff events, student initiatives, and recruitment. Programmes must have been in place long enough to have produced measurable results.
4. Fundraising campaigns
This category deals with donor relations focused on addressing and responding to donor issues, and long and short campaigns related to gifts and pledges, and may include stewardship and public relations activities. This category also includes appeals for endowments and annual giving programmes in order to obtain and/or renew donors through continuous appeals made throughout the year for providing ongoing financial support to the institution’s operating budget or support for facilities, equipment, and other special needs.
5. Integrated public relations campaigns
This can be a once-off or an ongoing programme that seeks to enhance stakeholder understanding of issues affecting the institution within the community served. The aim of the campaign could be to build trust and credibility with stakeholder groups. The tactics and supporting strategies may include formal and informal meetings, events, social and electronic media, and printed material.
6. Issue management campaigns
This category focuses on campaigns that proactively dealt with institutional issues. It could address internal and external campus issues, such as reputation, environment, study and other fees, safety and security, research and intellectual property, parental and guardian involvement, and services to students.
7. Crisis management
This category deals with the management of a crisis. Its aim would be to explain and defuse immediate crises, such as hate crimes, racism, strikes, student protests, student and staff deaths, sexual harassment, weather-related disasters, and health issues.
8. Media coverage
This category recognises interventions that use media coverage related to marketing, advancement or communication, including business issues and research achievements. It may be ongoing or new, as long as the project resulted in measureable results.
9. Student recruitment campaigns
The focus of this category is on campaigns designed to build brand awareness, influence opinion and impact on the decisions of parents and learners in order to sell enrolment to the institution. These campaigns would be run on an annual basis and would use a variety of communication vehicles and channels, such as radio and television commercials, newspaper and magazine ads, flyers, brochures, the website, social media, mall advertising, posters, and even guerrilla marketing tactics.
10. Internal campaigns
This category recognises campaigns targeted at academic and support staff. It includes programmes that create awareness and influence opinion or behavioural change, ethics, morale, internal culture or change management. It may also deal with improving employee understanding and alignment with business direction, preparing employees for change, integration of organisational cultures caused by an acquisition or downsizing, or a programme to inspire pride in the organisation.
11. Community and social responsibility projects
This category deals with projects related to social responsibility, and encourages positive actions while building awareness and reputation, and positioning the institution as a good corporate citizen. Generally it would focus on enhancing the well-being of communities and populations through causes, such as the environment, entrepreneurial development literacy, education and health, cultural preservation, and indigenous and heritage protection.
12. Marketing campaigns
This category is aimed at advertising campaigns and single advertisements used in the advancement of an institution, with an emphasis on paid advertising. It could be total packages, as represented by space ads, display posters, billboards, multi-media ad campaigns, web advertising, and other promotions. This will include advertisement produced for recruitment purposes.
13. Alumni campaigns
This category would include creative strategies for encouraging alumni involvement, for example, alumni boards, strategic planning, and alumni financial support and stewardship. This also includes programmes by:
  • Alumni associations and alumni offices
  • Activities and programmes of student alumni associations and similar student organisations linked to the alumni office
  • Alumni marketing and branding initiatives, including the ways you market and position your alumni association or office, and its mission for your various constituencies.

Division 2

Media

This division is about the way in which you get your message to your target groups. A medium could be part of a campaign or it can be a stand-alone medium.
  • 14. Printed: Internal newsletters
  • 15. Printed: Internal magazines
  • 16. Printed: External magazines and other printed media
  • 17. Printed: Internal newsletters and other printed media
  • 18. Printed annual reports
  • 19. Printed: Special publications
  • 20. Digital: Internal magazines
  • 21. Digital: External magazines
  • 22. Digital: Internal newsletters
  • 23. Digital: External newsletters
  • 24. Digital: Annual reports
  • 25. Digital: Special projects publications
  • 26. Electronic: Websites
  • 27. Mobile: Apps
  • 28. Social media
  • 29. Events: Single day
  • 30. Events: Multi-day
14. Printed: Internal newsletters
This category recognises newsletters sent to internal audiences. To be eligible, the magazine must have been published at least twice a year. Provide the frequency and the circulation.
15. Printed: Internal magazines
This category recognises magazines sent to internal audiences. To be eligible, the magazine must have been published at least twice a year. Provide the frequency and the circulation.
16. Printed: External magazines and other printed media
This category focuses on external printed magazines and newsletters. To be eligible, the magazine must have been published at least twice a year. Provide the frequency and the circulation.
17. Printed: Internal newsletters and other printed media
This category focuses on other internal and external printed media. This category is open to print media
produced for any institutional purpose. Entries may include single-page or multi-page pamphlets, flyers, booklets, brochures, catalogues, handbooks, and directories. Provide the frequency and the circulation.
18. Printed annual reports
This category recognises annual reports published for the sake of financial, school, research, integrated reports or any other annual reporting. It can be a once-off publication, but it must report on the performance of a group for one year. Indicate the circulation.
19. Printed: Special publications
This category recognises excellence in any once-off publication aimed at a specific stakeholder group. This includes:
  • Books
  •  Special constituency magazines
  • Magazines published by departments or graduate schools or other specialised institutional programmes
  • Magazines from colleges or units within universities
  • Research magazines devoted exclusively to coverage of the scholarly contributions of an institution, whether in science, technology, humanities or other areas of scholarship
  • Focus on a special themed issue of regularly published print magazine.
Provide the frequency and the circulation.
20. Digital: Internal magazines
This category recognises excellence in internal magazines written and designed for the web or other digital platforms. Entered magazines may also have a print counterpart, though simple PDF versions of a print magazine posted on the web, will not be considered.
21. Digital: External magazines
This category recognises excellence in external magazines written and designed for the web or other digital platforms. Entered magazines may also have a print counterpart, though simple PDF versions of a print magazine posted on the web, will not be considered.
22. Digital: Internal newsletters
This category recognises excellence in digital newsletters for internal audiences. It must be a recurring publication designed for a mainly internal audience, for example, faculty staff, support staff, and students.
23. Digital: External newsletters
This category recognises excellence in digital newsletters for external audiences. It must be a recurring publication designed for a mainly external audience, for example, alumni, prospective students, parents/guardians of students, etc.
24. Digital: Annual reports
This category recognises excellence in annual reports, including integrated reports, written and designed for the web or other digital platforms. Entered magazines may also have a print counterpart, though simple PDF versions of a printed version posted on the web, will not be considered.
25. Digital: Special projects publications
This category recognises excellence in digital publications used to promote aspects of the institution, for example, research and projects. It could be…
  • Books
  • Promotional material
  • Viewbooks and prospectuses
26. Electronic: Websites
This category recognises institutional websites, including sites created for an institution overall or for a specific college or school within an institution, e.g. law school or business school. Do not enter your homepage only. Important: All sites must be accessible to the public. Intranets and password-protected sites may be entered only if passwords or mirror sites are provided. Special-purpose websites created for a special purpose may also be entered, such as annual reports, fundraising, campaigns or news, or directed toward a specific audience like alumni, prospective students, current students or parents.
27. Mobile: Apps
This category recognises mobile apps developed for any area of marketing, advancement, communication or stakeholder communication.
28. Social media
This category recognises social media sites developed and maintained for any area of marketing, advancement, communication, and engagement with a specific stakeholder group. It encompasses tools and practices that allow individuals and groups to collaborate and share knowledge and experiences online. It may use conversation-enabled publishing platforms, such as blogs and podcasts, social networks such as LinkedIn and Facebook, democratised content networks such as wikis and message boards, micro-blogging sites such as Twitter, content-sharing sites such as YouTube, Instagram, and Flickr, and virtual networking platforms. Pages must have been in place long enough to have produced measureable results.
29. Events: Single day
This category recognises events aimed at marketing, advancement or communication. Single-day events are events centred around special occasions, for example, anniversaries, first-year welcoming, open days, inaugurations, exhibitions, building dedications, and conferences that take place in a single day.
30. Events: Multi-day
This category recognises events that took place over more than one day and is aimed at contributing to institutional advancement. Multi-day events typically are conferences, road shows, and exhibitions that take place on multiple days within a single month, anniversary or a fundraising campaign that are spaced out over multiple months or a year’s time.

Division 3

Skills

This division recognises the specific skills marketing; advancement, and communication professionals use to achieve their objectives. The communication platform entered in this division may have been entered in other divisions as well.
  • 31. Design: Printed
  • 32. Design: Digital
  • 33. Design: Visual and audio-visual media
  • 34. Other graphic design
  • 35. Writing: News media
  • 36. Writing: Feature/ documentary/ brochures
  • 37. Writing: Web
  • 38. Photography: News
  • 39. Photography: Feature and documentary
  • 40. Videography: Feature short
  • 41. Videography: Feature long
31. Design: Printed
This category recognises excellence in design of internal or external publications in all formats. It may include magazines, newspapers, newsletters, tabloids, annual reports, integrated reports, books, special publications, brochures, and other advertising material and e-newsletters.
32. Design: Digital
This category recognises excellence in electronic and interactive communication channels such as websites, online stores, blogs, podcasts, social networks such as LinkedIn and Facebook, democratised content networks such as wikis and message boards, micro-blogging sites such as Twitter, content-sharing sites such as YouTube and Flickr, and virtual networking platforms. It includes all computer-based communication vehicles defined as the end product that are produced for internal or external audiences, and rely on a digital communication channel for delivery. It may also include electronic newsletters, electronic annual reports, special publications, CDs or DVDs, e-cards, banner ads, buttons, pop-ups, and similar material.
33. Design: Visual and audio-visual media
This category recognises excellence in the design of other visual media like Powerpoint and Prezi presentations, and audio-visual media videos, and films, and audio media such as CDs and radio programmes made for a specific event. It also includes any other communication vehicle using sound and images or a combination of these elements. The context of the presentation must be provided.
34. Other graphic design
This category recognises excellence in communication projects where design is central to the effectiveness of the vehicle. It may include cartoons, drawings, paintings, collages, montages, posters, displays, bulletin boards, mobiles, invitations, and special signs. The work may have appeared on book and magazine covers, posters, organisational identity (logo), product labels and packaging, direct marketing, and 3-D material.
35. Writing: News media
This category recognises excellence in news writing, editorials, interpretive and expository articles, news releases, and feature stories related to the institution. The report may have been written by one or more writer. It can be a news report for internal and/or external media. It also includes news reports about research.
36. Writing: Feature/ documentary/ brochures
This category recognises writing excellence in features, documentaries, brochures, and any other medium. It also includes copy written on research, medicine, and science. Copy written for recurring features or columns, magazines, newsletters, internal or special publications, stand-alone features, speeches and presentations, executive correspondence, scripts for corporate use, technical writing, and annual and special reports, should be entered in this category. You may also enter copy written for commercials, advertising, marketing or sales promotion material and advertorials. The copy/text must have been written by a full-time staff member of the institution.
37. Writing: Web
This category recognises excellence in writing produced for the web. This includes writing that only appears online, such as web articles, profiles of donors, alumni, students. A single webpage, profile or article constitutes one entry.
38. Photography: News
This category recognises excellence in black-and-white and/or colour photography produced for mass news media. All work must have appeared in print in an institutional publication or periodical or have been used for some institutional purpose, such as on a website, an exhibition or advertising. The photograph must be the work of a staff member from the institution. Include the news report that was published with the photograph in your entry.
39. Photography: Feature and documentary
This category recognises excellence in photography for feature articles and documentaries. All work must have appeared in print in an institutional publication or periodical or have been used for some institutional purpose, such as a book, on a website, an exhibition or advertising. A series of related photographs from the work of a single staff photographer on a project using related photographs, such as a magazine article, may also be entered here. An entry is limited to a portfolio of seven photographs. Include the feature or document art that was published with the photograph in your entry.
40. Videography: Feature short
This category recognises excellence in marketing, advancement, and communication. This can include corporate videos or videos produced for recruitment and communication about research projects. Entries must have been produced specifically for your institution and not for, or in conjunction with, other associations or groups. Please note that only ONE video should be submitted per entry, not a series. NOTE: Entries in the short videos category must be less than three minutes.
41. Videography: Feature long
This category recognises excellence in longer videos. NOTE: Entries for the long videos subcategory must be between three to 10 minutes in length. Entries must have been produced specifically for your institution and not for, or in conjunction with, other associations or groups. Please note that only ONE video should be submitted per entry.
Need help?

Enquiries


Entering

If you have any questions about the divisions, categories or preparing your entry, please feel free to contact Dr Amanda Hamilton-Attwell on 012 346 2600 or amanda@businessdna.co.za


Administration

If you have any questions about administrative issues regarding the entry process or submitting your entry, please contact Jandre Bakker on 021 886 7111 or bakker.jandre@gmail.com