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As the Oct. 31 deadline for the TRENDS 2012 All Media Contest approaches, here are what judges said about a few of the gold winners from the 2011 contest. Use these observations of winning entries to help improve your association’s communications.
CD, Video, Podcast or PSA: Independent Insurance Agents & Brokers of America – “The Lockharts’ Story: Rapid Recovery”
Judge’s comment: What ultimately made this successful was that they came together to tell the story. Through heartbreak and devastation, the video made me want a Trusted Choice agent to ensure that I would be taken care of. The video impressively builds the brand of the association.
Commemoration/Tribute: International Association of Fire Fighters – “10 Year Remembrance”
Judge's comments: The International Association of Fire Fighters commemorative piece is a stand out. Its use of transparent papers, quotes, and haunting black and white imagery reflects the tragedy of 9/11 and celebrates the souls who perished in this world-changing event. The piece is purposeful and unique, and achieves its goal in that it is an informative, effective, and commemorative keepsake.
Daily or Weekly Communication: Appraisal Institute – “Appraiser News Online”
Judge’s comments: Appraiser News Online is sent out weekly by The Appraisal Institute. The newsletter utilizes easy-to-scan headlines and story summaries, relevant graphic elements and economic indicator charts to keep readers coming back each week. The well-designed left-hand navigation bar keeps members focused mostly on the articles within an issue. (Note: Some of the weekly content is re-purposed for use in their monthly member communications. That’s just smart recycling.)
Monthly Professional Society Magazine: ASAE: The Center for Association Leadership – “Associations Now,” September/October 2011
Judge’s comments: This winning entry exemplifies all the attributes of a gold winner from the strong gatefold cover and exciting graphics to the overall editorial content, providing topical and important information for the association members. This title also provides links to the association’s digital products and resources throughout the issue and starting with the opening editorial content. The front of the book departments and columns contain engaging information and interesting graphics and typography that keep your interest. The issue includes a supplement called “Destinations with a Difference” that provides important information for association members about meeting planning. This is a title that members will eagerly open and read as soon as they receive the issue each month.
Enter the TRENDS 2012 All Media Contest here.