Choose a division and category

There are three divisions and 35 categories. Start by selecting a division where you want to enter your project.

Keep in mind that 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. However, 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, run over a specific period of time, and be aimed at one or more target groups.
  • 1. Brand-building campaigns
  • 2. Fundraising campaigns
  • 3. General campaigns
  • 4. Issue management campaigns
  • 5. Crisis management campaigns
  • 6. Student recruitment campaigns
  • 7. Community and social responsibility campaigns
  • 8. Alumni campaigns
1. Brand-building campaigns
This category deals with the implementation of strategies for new brands and the repositioning of existing brands in relation 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.
2. Fundraising campaigns
This category deals with donor relations focused on addressing and responding to donor issues, as well as 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 for ongoing financial support to the institution’s operating budget, or to support facilities, equipment, and other special needs.
3. General campaigns
This can be a once-off or an ongoing programme that seeks to enhance stakeholder understanding for 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.
4. Issue management campaigns
This category focus on campaigns that proactively or reactively 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.
5. Crisis management campaigns
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.
6. 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.
7. Community and social responsibility campaigns
This category deals with campaigns 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.
8. 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 by 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.
  • 9. Printed: Internal newsletters and magazines
  • 10. Printed: External magazines and newsletters
  • 11. Printed: Special publications
  • 12. Printed annual reports
  • 13. Digital: Internal magazines
  • 14. Digital: External magazines
  • 15. Digital: Internal newsletters
  • 16. Digital: External newsletters
  • 17. Digital: Annual reports
  • 18. Digital: Special projects (publications)
  • 19. Websites
  • 20. Mobile Apps
  • 21. Social media
  • 22. Events: Single day
  • 23. Events: Multi-day
  • 24. Audio-visual
9. Printed: Internal newsletters and magazines
This category recognises newsletters and magazines sent to internal audiences. The newsletter must have been published at least quarterly and the magazine must have been published at least twice a year. Provide the frequency and the circulation.
10. Printed: External magazines and newsletters
This category focuses on external printed magazines and newsletters. To be eligible, the magazine must have been published at least twice a year and the newsletter must have been published at least quarterly. This category includes research magazines devoted exclusively to coverage of the scholarly contributions of an institution, whether in science, technology, the humanities or other areas of scholarship. Provide the frequency and the circulation.
11. Printed: Special publications
This category recognises excellence in any once-off publication aimed at a specific stakeholder group. This includes:
  • Brochures
  • Pamphlets
  • Books
Provide the frequency and the circulation.
12. 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.
13. 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, but simple PDF versions of a print magazine posted on the web will not be considered.
14. 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, but simple PDF versions of a print magazine posted on the web will not be considered.
15. 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.
16. Digital: External newsletters
This category recognises excellence in digital newsletters for external audiences. It must be a recurring publication designed for a mainly internal audience, for example, faculty staff, support staff, and students.
17. 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, but simple PDF versions of a printed version posted on the web will not be considered.
18. 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…
  • E-Books.
  • Promotional material.
  • View books and
  • Prospectuses.
19. 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.
20. Mobile Apps
This category recognises mobile apps developed for any area of marketing, advancement, communication or stakeholder communication.
21. 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.
22. Events: Single day
This category recognises events aimed at marketing, advancement or communication. Single-day events are events centred round special occasions, for example, anniversaries, first-years’ welcoming, open days, inaugurations, exhibitions, building dedications, and conferences that take place in a single day.
23. Events: Multi-day
This category recognises events that took place over more than one day and is aimed at contributing towards institutional advancement. Multi-day events typically include conferences, road shows, and exhibitions that take place on multiple days within a single month, such as anniversaries or fundraising projects that are spaced out over multiple months or a year.
24. Audio-visual
Projects in the following sub-categories: radio and TV ads, corporate videos, podcasts, live-streaming, presentations (Prezzi, etc.) and other audio-visual projects where the specific execution could have been done outside the institute, but the concept and creative idea originated internally.

Division 3

Skills

This division recognises the specific skills that 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. Remember to provide the context for this skills entry.
  • 25. Design: Printed
  • 26. Design: Visual and audio-visual media
  • 27. Design: Digital
  • 28. Other graphic design
  • 29. Writing: News media
  • 30. Writing: Feature/ documentary/ brochures
  • 31. Writing: Web
  • 32. Photography: News
  • 33. Photography: Feature and documentary
  • 34. Videography: Feature short
  • 35. Videography: Feature long
25. 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.
26. Design: Visual and audio-visual media
This category recognises excellence in the design of other visual media like Powerpoint and Prezi presentations, audio-visual media videos and films, and audio media like CDs and radio programmes produced for a specific event. It also includes any other communication vehicle using sound and images or a combination of these elements.
27. 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, 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.
28. 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.
29. 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.
30. 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. Include the published copy as part of your entry.
31. 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.
32. 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. Include the report where the photograph was used, as part of your entry.
33. 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 as part of your entry.
34. Videography: Feature short
This category recognises excellence in marketing, advancement, and communication by using a short video. 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.
35. Videography: Feature long
This category recognises excellence in longer videos. NOTE: Entries for the long videos subcategory must be between three and 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