The National Agri-Marketing Association

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

SECTION 2: NON-AGRIBUSINESS AUDIENCES 

BEST OF SHOW

At the national level, two Best of Show categories have been established in the Non-Agribusiness Audience section. One will be awarded in each of the following categories, at the discretion of the judges: Consumer and Specialty. These two Best of Show recipients will join the three Best of Show winners from the Agricultural Audience section to compete for an all-new Best of NAMA Grand Champion award, which will be awarded to the single-best entry in the 2017 Best of NAMA competition. 

CONSUMER 

All work in consumer categories must represent efforts to reach consumers, or influence consumer perceptions or actions, on behalf of agricultural issues, organizations or initiatives. 

JUDGING CRITERIA FOR ALL CONSUMER 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 (i.e., demographic, psychographic, attitudinal and/or other strategic considerations).

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

Entry Preparation: Follow entry instructions detailed in Section 1. 

53.   Company- or Producer-Funded Advertising campaign directed to consumers.

54.   Company- or Producer-Funded Advertising campaign element (i.e., tactic) directed to consumers.

55.   Company- or Producer-Funded Public Relations campaign directed to consumers.

56.   Company- or Producer-Funded PR campaign element (i.e., tactic) directed to consumers.

57.   Website directed to consumers. E

58.   Social Media campaign directed at consumers. E

SPECIALTY

Includes companion animal, equine, turf, ornamental and forestry audiences. 

JUDGING CRITERIA FOR ALL SPECIALTY 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 (i.e., demographic, psychographic, attitudinal and/or other strategic considerations).

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

Entry Preparation: Follow entry instructions detailed in Section 1.

59.   Specialty advertising campaign.

60.   Specialty public relations campaign.

61.   Specialty campaign elements (all disciplines – advertisements, public relations, digital, collateral, direct mail, etc.): Single element or series, as applicable.


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