What Bronze Quill judges look for in a Work Plan
Need
How clearly does the plan identify the need/opportunity and its effect on the organization?
An entry should:
- Clearly define and show understanding of the problem or opportunity.
- Show how the problem or opportunity was identified and why it matters.
- Explain how the project addresses the need or issues that were identified.
- Provide sufficient context about the organization and its priorities so that you can see how this project could contribute to the broader organization’s success, including impact on performance, reputation, image, profits, participation, etc.
How clearly are the critical characteristics of the intended audience(s) identified?
An entry should:
- Describe audience key characteristics (needs, preferences, demographics) and needs in sufficient detail so as to show how that understanding led to choices of strategy, tactics & media.
- There may be secondary audiences, but the primary audience should be clearly identified.
Goals and Objectives
How directly do the goals and objectives address the stated need? How well defined and measurable are the goals and objectives?
An entry should:
- State an overall “big picture” goal oriented to the organization’s future needs: what are you trying to achieve with this project? There should be only one or two goals; they need not be measurable.
- State specific, results-based objectives that set targets and are measurable or have clear criteria for success.
Project Description
How effective is the overall solution in employing messages, tactics and media? To what extent does the overall solution demonstrate a strategic or creative approach to business communication?
An entry should:
- Describe the plan developed and why you did what you did, including key messages and how stakeholders were involved in developing the solution.
- Explain the rationale, demonstrating that the plan is an appropriate approach to the need.
How effectively was the project implemented in terms of budget, time, and other resources?
An entry should:
- Explain how you sold the plan to management, client, etc. and/or negotiated solutions.
- Describe the resources needed and available (budget, staff/consultants, equipment).
- Note challenges encountered in implementation and how they were overcome (reward for smart solutions to challenges, but avoid penalizing if everything went according to plan).
- Include a budget – no matter the size.
Avoid:
- Apologies or regrets for too low budget (many Not-for-Profits produce exceptional materials on a shoe-string budget), slow progress, inappropriate choice of media, etc.
- Excuses based on limited resources ("If we had more staff, we could have. . .").
- Media/vehicles that don't suit the audience (a brochure for semi-literate adults).
- Excessive use of resources without proper justification.
Measuremement/Evaluation of outcomes
How thoroughly were the results measured against the objectives?
An entry should:
- Prove that the objectives were met through formal evaluation.
- Have evaluation measures directly related to the objectives that were set.
- Have methods of measurement appropriate to the project.
Avoid:
- Objectives that are never mentioned in the results section or vice versa.
- Results that were obtained through unknown or questionable means.
- Quantitative results that are statistically invalid (e.g., sample size too small).
- Illogical pairing of objectives and qualitative/quantitative results.
What Bronze Quill judges look for in a Work Sample
How well do the elements of the project reflect an understanding of the needs and characteristics of the target audience?
An entry should:
- Embody choices appropriate to the audiences.
How well does the work sample reflect the objectives in the work plan?
An entry should:
- Reflect the objectives set out in the work plan.
- Be immediately clear why certain design, style, tone and packaging were chosen.
- Clearly integrate all elements of the sample in support of the objectives.
How clearly does the work sample meet or exceed the accepted technical and professional communication standards for the medium/media selected?
An entry should:
- Have good production values appropriate to the media selected and the available budget, while reflecting professional standards of ethics, good taste, etc.
To what extent does the work sample show imagination, innovation, uniqueness and/or creativity?
An entry should:
- Take a fairly standard approach to the solution, but will do it competently.
To what extent does the work sample live up to the description and expectations described in the work plan?
An entry should:
- Reflect the plan.
