Why they won
The TRENDS 2012 All Media Contest attracted more than 400 entries from 150 organizations. Judges selected 66 gold, silver and bronze winners in 22 categories.
From the judges’ comments it is clear that the most valued quality over all categories is organization. Judges were drawn to pieces that are the “total package,” that offer information in a way that has the readers’ ease of comprehension and navigability in mind.
“The entire site is designed to be about the viewer, not about the association, which is rare and refreshing to see,” one judge said about the American Society of CPAs’ ThisWayToCPA.com, the gold winner in the websites category.
In annual or quartely magazine or journal, this was said of the gold winner, BOMA Magazine, Building Owners and Managers Association: “Judging this contest you have to consider all facets: editorial, layout, advertising, frequency, etc. BOMA has a total package. The content is strong and relevant. Layout is pleasing, not overwhelming in any sense.”
“The GESAP VII suite is an excellent example of a comprehensive and ultra-accessible training platform to members. From the online purchasing platform to the ability to track your progress and compare your answers to your peers, it was the clear winner of the category,” judges said of the gold-winning online education program submitted by the American Society for Gastrointestinal Endoscopy.
Visualness came in a very close second, in the judges’ minds. Many comments noted pleasing layouts and intriguing photography.
“The beautiful photography in this report achieves a synergistic balance not only with the mission of the organization, but also the theme of the report,” described a judge of the annual report winning entry submitted by the Land Trust Alliance. “A truly powerful book of art that captures excruciating highs and lows of emotion and pain. Very effective in that it is understandable on all levels of intellect and age,” a judge said of the American Cancer Society’s Rad Art, the winner of the book/manual/catalog category.
Judges liked the gold-winning postcard submitted by the Association of Washington School Principals in the direct marketing piece/promotion category, for its creative use of technology icons in a printed piece: “An excellent job of showing the many topics at their conference with simple ‘apps.’ A few details on reverse and a call to action. Principals are busy – few words, quick pictorial summary, well suited to the mobile computing age.”
Compelling writing is always an element of a winning entry.
One judge praised the TESOL Connections website, which won the monthly newsletter or communication category: “While there are multiple voices in the newsletter, there’s terrific consistency in writing style. Each article contains information to download or items to click, drawing reader interest.”
“Each feature story has a unique design that complements the well written editorial. It is hard to put this issue down,” one judge gushed about ACC Docket, the gold winner in the monthly trade association magazine category, submitted by the Association of Corporate Counsel.
Judges also appreciated interactivity and incorporating related activities. Judges praised all the winners in the convention program category: “The standout trend this year was smooth integration of online efforts into print publications. From making convention programs easily accessible online to friendly reminders to participants about how to Tweet about the event, this year’s best entries proved that they understand how people prefer to consume information. The winning entries also helped their audiences navigate that information in print form.” View the winners gallery online at www. AssociationTRENDS.com/allmedia.
