Everyone having to work in educational advancement had to pivot in some way during 2020 in order to adapt and respond to the unfolding COVID-19 global pandemic.

In recognition of these unique and extreme efforts, CASE has created special “Pivot” categories to recognize the most creative and successful ways that our members adjusted. In many cases, their ingenuity has resulted in new and better ways of operating that will continue long after the crisis.

In order to capture the best work during this exceptional moment in time, entries in these categories must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Entries eligible for “Pivot” categories may be entered in other categories for which they meet the entry criteria.

Judging criteria for all “Pivot” categories

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

One-time “Pivot” Categories

Advancement Services Pivot

Entries should demonstrate a new, creative way of performing a key advancement service function as a result of COVID-19, such as gift acknowledgements or gift processing.

Alumni Relations Pivot

Entries should demonstrate a new, creative way of performing alumni relations events or activities as a result of COVID-19, such as reunions or networking events, or other innovative ways of engaging alumni during the pandemic.

Communications Pivot

Entries should provide details on new communications strategies or methods that were developed and deployed specifically because of or relating to COVID-19. The communications initiative can have an internal or external focus.

Fundraising Pivot

Entries should demonstrate a new, creative way of conducting a key fundraising initiative, such as an annual giving day, class gift initiative or other targeted fundraising effort because of or relating to COVID-19. Fundraising events such as galas and golf tournaments should be entered in the Special Event Pivot category.

Publications Pivot

Entries should demonstrate a new way of producing and distributing a publication that before COVID-19 would have been printed. Entries can include but are not limited to magazines, annual reports, and student recruitment publications.

Special Event Pivot

Entries should demonstrate a new, creative way of conducting a special event because of COVID-19. Examples include but are not limited to fundraising galas, golf tournaments, commencements and inaugurations. Do not include alumni reunions in this category; reunions should be entered in the Alumni Relations Pivot category.

New this year

Advancement Services: Advancement Services Improvement

For initiatives that improve the efficiency and/or the effectiveness of the operations of any aspect of an advancement office. Entries can include internal processes and operations as well as external-facing activities, and can focus on any of the advancement professions (advancement services, advocacy, alumni relations, fundraising or marketing/communications).

Judging Criteria

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of budget and available resources
• Impact and results

New, one-time category for 2020

Advancement Services: Advancement Services Pivot

Entries should demonstrate a new, creative way of performing a key advancement service function as a result of COVID-19, such as gift acknowledgements or gift processing.

Entries in this category must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Judging criteria

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

Advancement Services: Donor Relations & Stewardship

Entries should be an initiative or activity designed to increase donor affinity through stewardship and/or improve donor relations, such as through communications related to gifts and pledges. Donor recognition and appreciation events and activities also may be entered.

Judging Criteria

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of budget and available resources
• Impact and results

New this year

Advancement Services: Engagement on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate creative ways of engaging a specific constituent group such as donors, parents, students, alumni or faculty/staff to help achieve a specific outcome or advance the institution or its goals in a meaningful way. Examples include but are not limited to fundraising, alumni relations, student recruitment, and event participation.

Judging Criteria:

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of limited resources (including budget, staff and time)
• Impact and results

New this year

Alumni Relations: Alumni Engagement on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness and creativity executing an alumni relations initiative, activity or event that had noteworthy, measurable outcomes.

Judging Criteria

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of limited resources (including budget, staff and time)
• Impact and results

New this year

Alumni Relations: Alumni Relations Improvement

Entries should be new or reimagined initiatives that improve the efficiency and/or the effectiveness of an alumni relations operation, activity or event. Entries should be able to show a clear "before" and "after," and have noteworthy and measurable results over a period of one to three years.

Judging Criteria:

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of available resources
• Impact and results

New, one-time category for 2020

Alumni Relations: Alumni Relations Pivot

Entries should demonstrate a new, creative way of performing alumni relations events or activities as a result of COVID-19, such as reunions or networking events, or other innovative ways of engaging alumni during the pandemic.

Entries in this category must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Judging criteria

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

Alumni Relations: Targeted Constituency Engagement

Entries should be an initiative that successfully increased the engagement of a specific constituency, such as students or parents, or alumni of a specific era, class, major, geographic area or demographic. Engagement results should be noteworthy and measurable, and can include event participation, volunteering for a specific cause or community event, fundraising, as well as other meaningful activities. 

Judging Criteria

• Goals and objectives
• Understanding of target audience(s)
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of available resources
• Impact and results

Related Category

Alumni Relations Pivot

New this year

Communications: Communications Improvement

Entries should provide details on how new strategies and methods were developed and deployed to improve a comprehensive communications effort, or a specific communications initiative with an internal or external focus. Entries should be able to show a clear "before" and "after," and have noteworthy and measurable results over a period of one to three years.

Judging Criteria

• Goals and objectives
• Planning and execution
• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Effective use of budget and available resources
• Impact and results

New, one-time category for 2020

Communications: Communications Pivot

Entries should provide details on new communications strategies or methods that were developed and deployed specifically because of or relating to COVID-19. The communications initiative can have an internal or external focus.

Entries in this category must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Judging criteria

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

Communications: Media Relations

Entries should be a successful effort to engage with the media or improve media relations. Examples may include media kits/online resources, announcements of major news, initiatives or events, and efforts to enhance visibility of the institution, its leadership or a specific program. Entries should include evidence of effectiveness/success.

Judging Criteria

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of available resources
• Impact and results

Communications: Public Relations and Community Relations Projects

Entries can be a targeted or comprehensive project to address an external public relations or community relations need. Entries may include but are not limited to community service initiatives, improving community attitudes and awareness of the institution, and addressing specific issues or initiatives of the institution such as a strategic or campus master plan.

Judging Criteria

• Goals and objectives
• Strategy and methodology
• Creativity and innovation
• Ability to serve as a model for other institutions 
• Effective use of available resources
• Impact and results

New this year

Communications: Student Recruitment on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness and creativity executing a student recruitment initiative, activity or event that had noteworthy, measurable outcomes.

Judging Criteria

• Goals and objectives
• Planning and execution
• Innovation and creativity
• Understanding of target audience(s)
• Effective use of limited resources (including budget, staff and time)
• Ability to serve as a model for other institutions
• Impact and results

Digital Communications: Social Media

Entries should demonstrate how social media was used to achieve certain goals related to fundraising, student recruitment, alumni relations, communications or student life as part of a one-time or ongoing campaign, using one or more social media platforms. Entries may include paid content placed on social media, but emphasis should be on generating results using other methods. 

Judging Criteria:

• Goals and objectives
• Strategy and methodology
• Content
• Innovation and creativity
• Understanding of target audience(s)
• Effective use of budget and available resources
• Impact and results

Digital Communications: Websites (Institutional)

Entries should be a comprehensive website for an institution, or a similar website for a major component of the institution (such as a college or law school within a university or a system). If entering a site for a major division/college within an institution, it should be similarly comprehensive in nature.

Do not enter sites designed for specific or targeted purposes, such as alumni relations, fundraising or for an anniversary. Those should be entered in Digital Communications: Websites - Sub-sites.

All sites must be accessible to the public. No private or password-protected sites should be entered.

Judging Criteria

• Strategy
• Content
• Design/Navigation
• User experience
• Innovation
• Understanding of target audience(s)
• Engineering and management
• Budget and use of available resources
• Demonstrable results/effectiveness

Digital Communications: Websites (Micro-sites)

Entries should be a secondary website within the institution created for a special purpose (such as annual reports, crisis management, fundraising, a campaign or news) and/or directed toward a well-defined audience (such as alumni, prospective students, current students or parents).

Sites should be accessible to the public, but intranets and password-protected sites may be entered if passwords or mirror sites are provided. Should such a site be recognized with an award, the nominator agrees to make representations of the site publicly available via CASE. 

Judging Criteria

• Strategy
• Content
• Design/Navigation
• User experience
• Innovation
• Understanding of target audience(s)
• Engineering and management
• Budget and use of available resources
• Demonstrable results/effectiveness

Related Category

Communications Pivot

New this year

Diversity and Talent Management: Diversity Initiatives

Entries can be any kind of initiative to diversify participation in the some aspect of the institution, address equity issues and/or increase inclusion. The initiative can be focused on areas including but not limited to hiring, student recruitment, fundraising, campus climate, and alumni and volunteer engagement. The initiative can be internally or externally focused, but should have clear goals, specific strategies, and demonstrable outcomes. 

For example:

• Increasing enrollment from a traditionally under-represented geographic area, race, national origin, gender, class, etc.
• Establishing or growing scholarship or funding for initiatives that address diversity, equity, and inclusion.
• Increasing the number of LGBTQ donors, volunteers, etc.
• Increasing participation of women in traditionally male-dominated roles (or vice-versa).
• Establishing a more racially diverse board, staff, leadership, etc.

Judging Criteria

• Understanding of target audience(s)
• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation
• Effective use of budget and available resources
• Results and impact

New this year

Diversity and Talent Management: Talent Management Initiatives

Entries can be any kind of initiative designed to attract, develop, motivate, and retain high-performing employees. The initiative can be internally or externally focused, but should have clear goals, specific strategies, and demonstrable outcomes. The initiative can have commenced prior to July 2019, but should have results to show during the last year.

Judging Criteria

• Understanding of target audience(s)
• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation
• Effective use of budget and available resources
• Results and impact

Fundraising: Annual Giving

Entries can be broad-based or targeted initiatives to increase participation and/or giving amounts specifically for the institution's annual fund. Emphasis should be on overall strategy, messaging, execution, and results. Videos, publications and other creative materials may be included, but should not constitute the entirety of the entry.

Judging Criteria

• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation
• Messaging
• Effective use of budget and available resources
• Results

New this year

Fundraising: Fundraising Improvement

For new or reimagined initiatives that improve the efficiency and/or the effectiveness of a fundraising office, initiative, activity or event. Entries should be able to show a clear "before" and "after," and have noteworthy and measurable results over a period of one to three years.

Judging Criteria

• Planning and execution
• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Effective use of budget and other resources
• Ambitious goals and demonstrable results

New this year

Fundraising: Fundraising on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness and creativity executing a fundraising initiative, activity or event that had noteworthy, measurable outcomes. Entries also can be an initiative to engage a specific constituent group such as parents, students, alumni or faculty/staff, and can be internally or externally oriented.

Judging Criteria

• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Effective use of limited resources
• Results and impact

New, one-time category for 2020

Fundraising: Fundraising Pivot

Entries should demonstrate a new, creative way of conducting a key fundraising initiative, such as an annual giving day, class gift initiative or other targeted fundraising effort because of or relating to COVID-19. Fundraising events such as galas and golf tournaments should be entered in the Special Event Pivot category.

Entries in this category must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Judging criteria

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

Fundraising: Targeted Campaigns

Entries should be a fundraising initiative of limited duration (1-2 years) to raise funds for a specific purpose (such as a scholarship, department or capital project), and/or from a specific constituency (such as faculty/staff, students, or a segment of alumni). 

Do not include annual fund or annual giving campaigns in this category.

Judging Criteria

• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Messaging
• Effective use of budget and other resources
• Ambitious goals and demonstrable results

Related Category

Videos: Fundraising

Magazines: Alumni/General Interest

Entries should be a print magazine targeted to alumni and/or a general audience. All entries must have a date on the cover between June 30, 2019 and Aug. 20, 2020, to be considered. For magazines published more than once a year, submit two complete copies.

Enter one of the four categories based on how frequently the magazine was published every 12 months:
-- Published once a year 
-- Published two times a year 
-- Published three or more times a year 
 

Judging Criteria

• Content, writing, and editing
• Layout, design, and print quality
• Creativity
• Effective use of budget and other resources
• Serving your audience

New this year

Magazines: Magazines on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness in producing a magazine for any constituency—internal or external. One edition of the magazine -- regardless of how often it is produced -- will be evaluated, in addition to the strategy and resources used to produce it.

Judging Criteria

• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Effective use of limited resources
• Overall content (writing, organization, design) and print quality
• Serving your audience

Magazines: Publishing Improvement

Entries should demonstrate outstanding improvement of a print magazine that has taken place over a two-year period. Print magazines that have undergone significant changes between June 30, 2019 and Aug. 20, 2020, and are published for any constituency are eligible for recognition in this category.

Submit two complete editions representing the publication before the improvements, and two complete editions published since the improvements.

Judging Criteria

• Goals and objectives
• Content, writing, and editing
• Layout, design, and print quality
• Creativity
• Effective use of budget and other resources
• Serving your audience
• Results and impact

Related Category

Publications: Publications Pivot

New for 2020

Marketing: Marketing Improvement

Entries should provide details on how new strategies and methods were developed and deployed to improve a comprehensive marketing effort, or a specific marketing initiative. Entries should be able to show a clear "before" and "after," and have noteworthy and measurable results over a period of one to three years.

Judging Criteria

• Goals and objectives
• Planning and execution
• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Effective use of budget and available resources
• Impact and results

New for 2020

Marketing: Marketing on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness and creativity executing a marketing initiative that had noteworthy, measurable outcomes. The marketing initiative can be for an event, an activity such as student recruiting, or any initiative that required a call to action.

Judging Criteria:

• Strategy and methodology
• Ability to serve as a model for other institutions
• Innovation and creativity
• Effective use of limited resources
• Impact and results

Marketing: Visual Identity Systems

Entries should be a comprehensive visual identity system produced to maintain a consistent identity across all media. The visual identity system can be for an entire institution, or for a sub-unit such as an individual college or an alumni association.

Judging Criteria

• Goals and objectives
• Rationale for solution developed (If new, reason and need for change)
• Understanding of target audience(s)
• Budget and creative use of resources
• Creativity and innovation
• Design and presentation
• Implementation and usability 
• Overall effectiveness as related to stated goals
• For entries that are one component of an institution: Evidence of integration with existing institutional identity

Photography: Individual Photographs

Entries should be a single black-and-white or color photograph. The photo must have been used for some institutional purpose, such as in a print publication, on a website, or in an advertisement. The photo may have been taken by anyone affiliated with the institution, including students, staff, and freelance photographers. Photo illustrations should be entered in the Illustrations category.

Judging Criteria

• Composition
• Creativity
• Technical quality
• Effectiveness of use

Photography: Series of Related Photographs

Entries should be a collection of up to seven related photographs (color and/or black and white). The photos must have been used for some institutional purpose, such as in a print publication, on a website, or in an advertisement. For example, the photos may have been used to illustrate a story, or as part of a marketing campaign. The photos may have been taken by anyone affiliated with the institution, including students, staff and freelance photographers. The photos do not have to all have been taken by the same photographer. 

Judging Criteria

• Composition
• Creativity
• Technical quality
• Effectiveness of use

Publications: Fundraising - Annual Reports and Fund Reports

Entries should be a single printed report of any size, produced one time during the year, primarily in support of fundraising efforts. This can include annual financial, scholarship or endowment reports, and stewardship publications (if produced only once a year).

Judging Criteria:

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of budget and available resources
• Impact and results

Publications: Fundraising - Individual Fundraising Publications

Entries should be a single print publication of any size or format produced for an internal or external audience in support of fundraising. Examples include flyers, booklets or brochures for stewardship, naming opportunities, solicitation, campaigns, donor recognition and other fundraising-related purposes.

Judging Criteria:

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of budget and available resources
• Impact and results

Publications: Fundraising - Publications Packages

Entries should be a collection of 3-5 related print publications of any size or format produced for an internal or external audience in support of fundraising. Examples include flyers, booklets or brochures that were created for one initiative, program or campaign, or a series of publications with a shared purpose.

Judging Criteria

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of budget and available resources
• Impact and results

New this year

Publications: Institutional Relations - President's Reports and Annual Reports

Entries should be a single print publication produced once during the year that is intended to  summarize the accomplishments of the institution or a college, division or department within the institution. Do not enter fundraising annual reports or student recruitment publications in this category.

Judging Criteria

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of budget and available resources
• Impact and results

New this year

Publications: Publications on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness and creativity producing a single print publication that had noteworthy, measurable outcomes. The publication can be any size and for any purpose that advances the institution, including fundraising, student recruitment, or promotion of an institutional program or initiative.

Judging Criteria:

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of limited budget and resources
• Impact and results

New, one-time category for 2020

Publications: Publications Pivot

Entries should demonstrate a new way of producing and distributing a publication that before COVID-19 would have been printed. Entries can include but are not limited to magazines, annual reports, and student recruitment publications.

Entries in this category must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Judging criteria

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

Publications: Student Recruitment - Individual Publication

Entries should be a single print publication, such as a brochure or catalog, produced in support of student recruitment or retention. The audience can be potential or returning students, parents, employers, alumni or others who would be engaged in student recruitment. The publication can promote the entire institution, a specific college or program, as well as services for potential students, such as financial aid. Do not enter institutional viewbooks and prospectuses in this category.

Judging Criteria:

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of budget and available resources
• Impact and results

Publications: Student Recruitment - Publications Packages

Entries should be a package or series of related print publications, such brochures or flyers, produced in support of student recruitment or retention. The audience can be potential or returning students, parents, employers, alumni or others who would be engaged in student recruitment. The publication can promote the entire institution, a specific college or program, as well as services for potential students, such as financial aid.

Judging Criteria:

• Understanding of target audience(s)
• Creativity
• Content, writing and editing
• Design and print quality
• Effective use of budget and available resources
• Impact and results

New this year

Special Events: Event(s) on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate creative ways of executing an event designed for a special occasion or purpose, using minimal resources -- particularly budget. Events can include but are not limited to anniversaries, inaugurations, exhibition openings, building dedications, campaign kickoffs or celebrations, student engagement and service events like employment fairs, or anything that clearly advances the mission or goals of the institution.

Judging Criteria:

• Meeting measurable goals and objectives
• Planning and execution
• Innovation and creativity
• Understanding of target audience(s)
• Effective use of budget and other resources (including staff and volunteers)
• Impact and results
• Ability to serve as a model for other institutions

Special Events: Multi-Day

Entries should be a series of related events that take place over more than one day -- either consecutive or over an extended period. Events can include but are not limited to anniversaries, inaugurations, exhibition openings, building dedications, campaign kickoffs or celebrations, student engagement and service events like employment fairs, or anything that clearly advances the mission or goals of the institution.

Judging Criteria:

• Meeting measurable goals and objectives
• Planning and execution
• Innovation and creativity
• Understanding of target audience(s)
• Effective use of budget and other resources (including staff and volunteers)
• Impact and results

Special Events: Single Day

Entries should be a special event that occurs within one day, and also can be a series of related activities that occur on the same day and have the same purpose. Events can include but are not limited to anniversaries, inaugurations, exhibition openings, building dedications, campaign kickoffs or celebrations, student engagement and service events like employment fairs, or anything that clearly advances the mission or goals of the institution.

All entry materials for this category will be submitted online; no items are to be mailed.

Judging Criteria:

• Meeting measurable goals and objectives
• Planning and execution
• Innovation and creativity
• Understanding of target audience(s)
• Effective use of budget and other resources (including staff and volunteers)
• Impact and results

Special Events: Single Day

Entries should be a series of related or recurring events that take place over more than a 30-day period, and are centered on a theme such as an anniversary, fundraising, student engagement, or other purpose that clearly advances the mission or goals of the institution.

All entry materials for this category will be submitted online; no items are to be mailed.

Judging Criteria:
-- Meeting measurable goals and objectives
-- Planning and execution
-- Innovation and creativity
-- Understanding of target audience(s)
-- Effective use of budget and other resources (including staff and volunteers)
-- Impact and results

New, one-time category for 2020

Special Events: Special Event Pivot

Entries should demonstrate a new, creative way of conducting a special event because of COVID-19. Examples include but are not limited to fundraising galas, golf tournaments, commencements and inaugurations. Do not include alumni reunions in this category; reunions should be entered in the Alumni Relations Pivot category.

Entries in this category must have been completed or implemented between March 1, 2020 and August 20, 2020. 

Judging criteria

• Innovation and creativity
• Time to implement from start to finish
• Effective use of budget and available resources
• Ability to overcome adversity
• Ability to demonstrate success or improvement relative to the previous way of operating
• Ability to serve as a model for other institutions

Videos: Fundraising

Entries should be a single video of any length, created in support of fundraising efforts for the institution. The video can be to encourage philanthropy, as well as in appreciation of or showing impact of philanthropy. Do not enter multiple videos or video compilations.

Judging Criteria:

• Goals and objectives
• Concept and creativity
• Execution, including scripting, videography, visuals, sound, and editing
• Understanding of the target audience(s)
• Budget and creative use of available resources
• Impact and results

Videos: General Information

Entries should be a single video of any length, created for a specific institutional purpose other than fundraising, student recruitment or news/research. Examples include but are not limited to year-end or holiday greetings, promoting or in support of an event or initiative, and honoring award recipients. Do not enter multiple videos or video compilations.

Judging Criteria:

• Goals and objectives
• Concept and creativity
• Execution, including scripting, videography, visuals, sound, and editing
• Understanding of the target audience(s)
• Budget and creative use of available resources
• Impact and results

Videos: News and Research Videos

Entries should be a single video less than 10 minutes long whose focus is on news or research highlights and accomplishments of the institution. Do not enter multiple videos or video compilations, or videos intended to promote student recruitment or fundraising.

Judging Criteria

• Goals and objectives
• Concept and creativity
• Execution, including scripting, videography, visuals, sound, and editing
• Understanding of the target audience(s)
• Budget and creative use of available resources
• Impact and results

Videos: Student Recruitment

Entries should be a single video of any length, created in support of student recruitment or retention efforts for the institution. Videos can feature the entire institution, or a specific program or aspect of it, such as financial aid, student life or notable alumni. Do not enter multiple videos or video compilations.

Judging Criteria:

• Goals and objectives
• Concept and creativity
• Execution, including scripting, videography, visuals, sound, and editing
• Understanding of the target audience(s)
• Budget and creative use of available resources
• Impact and results

New this year

Videos: Video on a Shoestring

Designed for offices with limited staff, resources and/or time. Entries should demonstrate resourcefulness creating a video less than 10 minutes long that helps advance the institution, or an institutional program, service or initiative. Entries should have been produced almost entirely in-house, with minimal budget impact. Videos produced with professional services that have been donated should not be entered in this category. Do not enter multiple videos or video compilations.

Judging Criteria:

• Goals and objectives
• Concept and creativity
• Execution, including scripting, videography, visuals, sound, and editing
• Understanding of the target audience(s)
• Effective use of limited resources (including budget, staff and time)
• Impact and results

New this year

Writing: Column or Opinion Piece

Entries should be a single article of any length with a focus on opinion or commentary, such as a president or vice chancellor's column, editor's note, or op-ed. The entry must have been originally published in an institutional publication, either print or online. Articles reprinted from other sources are not eligible.

Judging Criteria:

• Creativity and concept
• Content
• Organization, writing, and editing

Writing: Feature

Entries should be a single article of any length with a focus on a trend, current issue or topic of interest. The entry must have been originally published in an institutional publication, either print or online, and may include news releases. Articles reprinted from other sources are not eligible. Enter series or collections of related articles in the Series or Collection category.

Judging Criteria:

• Creativity and concept
• Content
• Organization, writing, and editing

Writing: General News

Entries should be a single article of any length about a newsworthy or timely topic. The entry must have been originally published in an institutional publication, either print or online, and may include news releases. Articles reprinted from other sources are not eligible. 

Judging Criteria:

• Creativity and concept
• Content
• Organization, writing, and editing

New this year

Writing: Profile

Entries should be a single article of any length with a focus on one person or group. The entry must have been originally published in an institutional publication, either print or online. Articles reprinted from other sources are not eligible. 

Judging Criteria:

• Creativity and concept
• Content
• Organization, writing, and editing

Writing: Research, Medicine, and Science News

Entries should be a single article with a focus on research, medicine or science as it relates to the institution. The entry must have been originally published in an institutional publication, either print or online, and may include news releases. Articles reprinted from other sources are not eligible. 

Judging Criteria:

• Creativity and concept
• Content
• Organization, writing, and editing