The National Agri-Marketing Association

The nation's largest association for professionals in marketing and agribusiness

SECTION 1: AGRIBUSINESS AUDIENCES

BEST OF SHOW

At the national level, three Best of Show categories have been established in the Agribusiness Audience section. One will be awarded in each of the following categories, at the discretion of the judges: Advertising, Public Relations and Digital. All three will then be eligible to compete for an all-new Best of NAMA Grand Champion award, which will be awarded to the single-best entry in the 2016 Best of NAMA competition.

ADVERTISING

Ads, direct mail and other “paid” materials whose primary audience are farmers, ranchers and growers (unless otherwise specified).

JUDGING CRITERIA FOR ALL ADVERTISING ENTRIES

Challenge or Opportunity = 30%: How well does this communication solve the stated problem/opportunity?

Objective or Response Desired = 30%: How do you want the intended audience to feel or think or act after seeing the work? What do you want the intended audience to do?

Target Audience = 20%: Identify the target audience and provide rationale for why the audience was chosen (e.g., demographic, psychographic, attitudinal and/or other strategic considerations).

Craftsmanship/Originality = 20%: How original is this idea? How well executed is it?

CAMPAIGNS

Entry Preparation: Mount print materials on the inside of 13” x 16” paper (folded size), cover stock (minimum 65 lb.), black matte finish. Campaigns must be hinged together in accordion fold; so all materials can be seen from one side when unfolded. A maximum of seven panels may be used. Mount your entry form on the outside back cover of the folder. For campaigns with broadcast elements, put flash drives in an envelope and attach to folder. Please make sure they are marked in case they get separated from the entry. Note: When calculating the cost of a campaign, be sure to figure in all costs including personnel, etc.

1.  Multimedia campaigns – Local: Media exposure in no more than 5 states and total media budget less than $200,000.

2.   Multimedia campaigns – Regional: Media exposure in 6 to 12 states and total media budget from $200,000 to $1,000,000.

3.   Multimedia campaigns – National: Media exposure in 13 or more states and total media budget of more than $1,000,000. Note: If entry does not meet criteria for a particular class, the entry must be submitted in the appropriate class based on the largest element of the campaign. (Example: Campaign in six states, budget $175,000, is entered in category 2.)

4.   New-product introduction: May contain all forms of communication used, including publicity, public relations, direct mail, advertising, etc. No budget restrictions. 

PRINT

Entry Preparation: Mount materials on the inside of 13” x 16” (folded size), cover stock paper (minimum of 65 lbs.), black finish. Series ads must be hinged together in accordion fold, so ads may be seen from one side when unfolded. Mount your entry form on the outside back cover of the folder. Attach the two copies of the entry form via paper clip or binder clip.

5.   Spreads, b & w or color, any size, single entry.

6.   Spreads, b & w or color, any size, series (min. 2, max. 5).

7.   Single-page ads, b & w or color, single entry.

8.   Single-page ads, b & w or color, series (min. 2, max. 5).

9.   Less-than-page ads, b & w or color, single or series.

10.  Trade ads, b & w or color, single or series: Directed at livestock veterinarians, farm managers, bankers, dealers, distributors or others serving agribusiness.

11.  Unique print advertising (includes preprinted inserts, three or more page units, belly bands, wraps, bags, etc.), any color, any size.

12.  Advertorials, b & w or color, single or series.

BROADCAST MEDIA

Entry Preparation: Upload files to BestOfNAMA.org.

Acceptable file formats for electronic submission:

•  Audio: .MP3

•  Video: Submit a public URL from YouTube. Digital files for video will no longer be uploaded or accepted. Make sure there are no security issues to access the video.

All fields included in the online entry form must be completely filled out.

Print and include 2 copies of each electronic entry form with the other non-electronic forms you submit. If you are not submitting other non-electronic entries, email your electronic entry form(s) to Sherry Pfaff, sherryp@nama.org

Remove countdown, color bars and end titles. Leave approximately 10 seconds of black leader at front. Dub series together in proper order, without IDs or leaders between commercials. A series may have a minimum of two and a maximum of five spots. Submit each entry separately. For categories 15 and 16, series must be entered as a single file.

Entries not submitted in the proper format are eligible for disqualification.

13.   Radio: Single commercial (any length). E

14.   Radio: Series (min. 2, max. 5, any length). E

15.   Television: Single or series commercial (any length). E

ELECTRONIC MEDIA

Entry Preparation: Upload files to BestOfNAMA.org.

Acceptable file formats for electronic submission:

•  Submit a public URL from YouTube. Digital files for video will no longer be uploaded or accepted. Make sure there are no security issues to access the video.

•  Web banners (for advertising on the Web): Enter a demonstration URL through the website.

All fields included in the online entry form must be completely filled out.

Print and include 2 copies of each electronic entry form with the other non-electronic forms you submit. If you are not submitting other non-electronic entries, email your electronic entry form(s) to Sherry Pfaff, sherryp@nama.org.

16.   Audiovisual presentations directed at farmers, ranchers and growers. E

17.   Audiovisual presentations directed at dealers, distributors, sales reps or others serving agribusiness. E

DIRECT/TARGET MARKETING

Entry Preparation: Mount print materials on the inside of 13” x 16” cover stock (minimum of 65 lb.), black matte finish. Campaigns must be hinged together in accordion fold, so all materials can be seen from one side when unfolded. A maximum of seven panels may be used. Mount entry form on the outside back cover of the folder. Attach 2 copies of entry form via paper clip or binder clip. For campaigns with broadcast elements, place flash drives in an envelope and attach to folder. Please make sure they are marked in case they become separated from the entry. For oversized items, submit 8” x 10” color photo. Oversized items are considered anything excessively bulky or larger than 12” x 15”. 

18.   Direct mail – Directed at farmers, growers and ranchers: Flat.

19.   Direct mail – Directed at farmers, growers and ranchers: Three-dimensional.

20.   Direct mail – Directed at dealers, distributors, sales reps and all others serving agribusiness: Flat.

21.   Direct mail – Directed at dealers, distributors, sales reps and all others serving agribusiness: Three-dimensional.

OUTDOOR

Entry Preparation: Outdoor entries should be submitted via a photo. Please upload the PDF to BestOfNAMA.orgPrint and include 2 copies of the entry form with other non-electronic entries you submit.

22.   Billboards or other outdoor ads (submit as an 8” x 10” photo). E

COLLATERAL

Entry Preparation: Brochure/catalog entries should be prepared like print advertising. Mount print materials on the inside of 13” x 16” folders (folded size), cover stock (minimum 65 lbs.), black matte finish. For Exhibit entries, submit 8” x 10” photo. For oversized items, submit 8” x 10” color photo. Oversized items are considered anything excessively bulky or larger than 12” x 15”. For posters and brochures, create a pocket inside folder, fold poster down and insert. Attach the two copies of the entry form via paper clip or binder clip.

23.   Customer brochures, catalogs: Farmer-directed (1 or more elements).

24.   Brochures, catalogs, etc.: Directed at dealers, distributors or sales reps and all others serving agribusiness (1 or more elements).

25.   Point-of-purchase materials (posters, banners, POS displays, mobiles, packaging).

26.   Exhibits (trade and farm show exhibits, booths, etc.).

27.   Premiums/specialties directed at farmers, growers and ranchers and all others serving agribusiness. Submit single entries and series in same category.

28.   Corporate identity: Stationery package, business cards and logo design. 

ADVERTISING TO AGRIBUSINESS

Ads produced by media, agencies or services (photographers, direct mail houses, audiovisual, producers, etc.) whose audience is either agribusiness or agencies.

Entry Preparation: Mount print materials on the inside of 13” x 16” folder (folded size), cover stock (minimum 65 lb.), black matte finish. Campaigns must be hinged together in accordion fold, so all materials can be seen from one side when unfolded. A maximum of seven panels may be used. Mount your entry form on the outside back cover of the folder. Attach the two copies of the entry form via paper clip or binder clip.

For campaigns with broadcast elements, put Flash Drives  in an envelope and attach to folder. Please make sure they are marked in case they get separated from the entry.  For oversized items, submit 8” x 10” color photo. Oversized items are anything excessively bulky or larger than 12” x 15”. 

29.   Advertising to agribusiness – All elements: Advertisements, direct mail, media kits, etc. 

PUBLIC RELATIONS

Primary audience is farmers, ranchers and growers (unless otherwise specified).

PUBLIC RELATIONS CAMPAIGNS

Entry Preparation: Submit in a 3-ring binder no larger than 1-1/2” spine size. Affix entry form to the back of binder. You may use up to five doubled-spaced pages to describe the following: 1) program objectives and purposes; 2) audiences; 3) strategies/communications techniques; 4) evaluation and feedback (explain tangible methods used to measure results); 5) budget (include all costs, such as cost of personnel to implement program). Supporting materials and examples may be included but must be contained within the 3-ring binder.

Entry Tip: Improve your chances of success by submitting a smaller, but more descriptive entry. Carefully consider the judging criteria and entry guidelines when preparing entries. NOTE: Results weigh heavily in Public Relations entries — DON’T LEAVE THEM OUT. 

JUDGING CRITERIA FOR ALL PUBLIC RELATIONS EXCEPT WRITING:

Planning = 30%: Research, determination of need and background development. Originality and judgment in developing the strategies to achieve stated objectives. Completeness of the plan.

Execution = 30%: Quality and professionalism exhibited in the program and in the techniques implemented. Effectiveness of execution. Ingenuity and creativity in combining variety of techniques and elements to achieve objectives. 

Results = 40%: Efforts made to identify, analyze and quantify results. Evidence that objectives were achieved.

30.   Overall public relations program supporting product, service or corporate image: Directed at farmers, ranchers and growers, stakeholders or employees and all others serving agribusiness.

31.   Media relations including media kits and media relations activities.

32.   Public affairs/issues management program supporting public affairs. 

WRITING

Entry Preparation: Submit via PDF at BestOfNAMA.org. Entry should include copy of manuscript and published copy. Verification of article or speech must accompany entry. Send copies of the entry form along with other non-electronic forms. NOTE: Results weigh heavily in Public Relations entries — DON’T LEAVE THEM OUT. 

JUDGING CRITERIA FOR ALL WRITING:

Clarity of Message = 30%: Is message clearly and consistently communicated to the target audience?

Creativity/Ingenuity = 30%: Does the writing show exceptional innovation in concept, style or approach?

Execution = 30%: How is the technical execution of the writing? (Spelling, grammar, sentence structure, consistent voice, etc.)

Results = 10%: Efforts made to identify, analyze and quantify results. Evidence that objectives were achieved.

33.   News or feature article (trade media). E

34.   Persuasive writing: Speeches, op-eds, commentaries. Includes written materials delivered via any medium. E

35.   News release (ag media). E

EVENTS

Includes events developed for product promotion, commemorations, openings, centennials, celebrations, etc. Includes planning, execution and evaluation.

Entry Preparation: On not more than two double-spaced typewritten pages, describe the following: 1) program objectives/purposes; 2) audience; 3) strategies/communications techniques used to reach objectives; 4) evaluation and feedback (explain tangible methods used to determine the event’s success); 5) budget. Include supporting samples: written plans, photographs, videos and other materials that further explain the nature and scope of project. Submit all materials in a three-ring binder no larger than 1½” spine size. Affix entry form to the back of binder. Videos and audio on flash drives only. NOTE: Results weigh heavily in Public Relations entries — DON’T LEAVE THEM OUT. 

36.   Events: Customer events.

37.   Events: Media events.

38.   Events: Internal events.

PUBLICATIONS

Entry Preparation: On not more than two double-spaced typewritten pages, describe the following: 1) objectives/purposes; 2) audience; 3) strategies/communications techniques used to develop editorial graphics to support project objectives; 4) evaluation and feedback (describe how you solicited audience feedback and response, and detail methods used to ensure the project met objectives and reader needs); 5) budget. Please submit all materials in a three-ring binder no larger than 1½” spine size. If entering an electronic newsletter or magazine, please burn it onto a flash drive and put it in a manila envelope or a binder with your printed entry forms. Also include a hard copy if entering an electronic newsletter. NOTE: Results weigh heavily in Public Relations entries — DON’T LEAVE THEM OUT. 

39.   Company and association newsletters – External, print or electronic: Newsletters issued on a regular basis, directed primarily at farmers, ranchers or growers. (Submit up to three issues.) 

40.   Company and association newsletters – External, print or electronic:  Newsletters issued on a regular basis, directed primarily at dealers, distributors, sales reps, veterinarians or others serving agribusiness. (Submit up to three issues.)

41.   Company and association magazines – External, print or electronic:  Magazines, etc., issued on a regular basis, directed primarily at farm customers, prospects or others serving agribusiness. (Submit up to three issues.)

42.   Company publications – Internal, print or electronic: House publications, etc., issued on a regular basis to company personnel. (Submit up to three issues.)

43.   Company publications – Annual reports or Other Specialty Publications: Print or electronic. 

AUDIO/VIDEO

Entry Preparation: Submit entries at BestOfNAMA.org.

Acceptable file formats for electronic submission:

•  Audio: .MP3

•  Video: Submit a public URL from YouTube. Digital files for video will no longer be uploaded or accepted. Make sure there are no security issues to access the video.

All fields included in the online entry form must be completely filled out.

Print and include 2 copies of each electronic entry form with the other non-electronic forms you submit. If you are not submitting other non-electronic entries email your electronic entry form(s) to Sherry Pfaff, sherryp@nama.org.

44.   Audio/Video: Broadcast news or taped program. (Do not enter paid advertorials here.)  E

DIGITAL

Primary audience is farmers, ranchers and growers (unless otherwise specified).

JUDGING CRITERIA FOR ALL DIGITAL ENTRIES:

Challenge or Opportunity = 30%: How well does this communication solve the stated problem/opportunity?

Objective or Response Desired = 30%: How do you want the intended audience to feel or think or act after seeing the work? What do you want the intended audience to do?

Target Audience = 20%: Identify the target audience and provide rationale for why the audience was chosen (e.g., demographic, psychographic, attitudinal and/or other strategic considerations).

Craftsmanship/Originality = 20%: How original is this idea? How well executed is it?

Entry PreparationSubmit URL through BestOfNAMA.orgAll fields in the upload form must be completely filled out. Print and include 2 copies of the electronic entry form with the non-electronic entry forms you submit.

DIGITAL ADVERTISING

45.   Advertising on the Web directed at farmers, ranchers or growers, and all others serving agriculture. E

WEBSITES

46.   Internet website directed at farmers, ranchers or growers and all others serving agribusiness. E

BLOGS

47.   Blogs – Web-based journals or blogs directed at farmers, ranchers or growers and all others serving agribusiness. E

SOCIAL MEDIA

Print and include 2 copies of each electronic entry form with the non-electronic entry forms you submit. If you are not submitting other non-electronic entries, email your electronic entry form(s) to Sherry Pfaff, sherryp@nama.org.

For social media, please submit printouts, PDFs or other digital assets (i.e., MP3 files) of all relevant materials. 

48.   Social community building and engagement (social campaign) – includes use of Facebook, Twitter, Instagram, Pinterest, YouTube or other social platform(s). E

49.   Social tactic – a specific activity (i.e., contest, Tweet-up, response-generating activity, etc.) leveraging Facebook, Twitter, Instagram, Pinterest, YouTube or other social platform(s). E

MOBILE AND APPS

For mobile and apps, please tell us the name of the app and format (i.e., iOS or Android) so we may get it at the app store (i.e., iTunes or Google Play).  Please do not submit apps with security restraints.

50.   Smartphone Apps – Native apps, web apps, mobile optimized websites and games designed for smartphones (iOS, Android and other platforms). E

51.   Other non-Smartphone Digital Media - games, e-books, e-magazines, digital publishing and interactive sales presentations designed for iPad, Android, Playbook, Kindle and Nook tablets or other handheld devices other than mobile phones. E

OTHER INTERACTIVE MARKETING TOOLS

For interactive marketing tools, please submit printouts, PDFs or other digital assets (i.e., MP3 files) of all relevant materials. 

52.   Interactive marketing tools: Include viral marketing, email marketing, webinars, podcasts. E


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