- Review the resources available on the Gold Quill Award website—especially the How-To Guide to IABC Awards – The Midas Touch, which explain how each section of the work plan is scored, including which attributes would cause judges to mark your entry higher or lower.
- On the work plan, make sure your objectives are SMART:
- Specific: Describes a desired outcome
- Measurable: Quantified as an output, outtake or outcome
- Achievable: Challenging, but within the range of influence
- Relevant: Contributes to business goals in a meaningful way
- Time-framed: Includes a completion date, if appropriate
- Include both output-based and outcome-based objectives. Output-based objectives measure volume or increases against media vehicles and communication channels like website visits, articles distributed, ads produced, meetings held, content analysis, blog posts, tweets, or downloads.
Outcome-based objectives measure what the audience will gain by way of awareness, understanding, recall, different perceptions, and quantifiable change in attitudes, opinions and behaviors.
- For the measurement section of the work plan, tie your results back to your objectives.
- Include research completed both in the work plan and as part of the work sample.
- Choose work samples that highlight the strength of the entry and give a representative sample of the work. Refer to your work samples within the work plan.
- Write the work plan and organize the work sample in a way that both explains the project to someone with no prior knowledge of the work and celebrates your success.
- If you combine project elements into one PDF for the work sample, make sure to label items so the judges understand what they are looking at.
- Carefully review the categories to determine which fit your entry best. You may enter multiple categories, but you should customize each entry for that category.
- Follow the rules outlined on the website and in the How-To Guide to IABC Awards – The Midas Touch. Don’t risk your entry being disqualified.