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.

Advancement Services: Advancement Services Improvement

New for 2020: 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

Advancement Services: Advancement Services Pivot

New, one-time category for 2020: 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

Advancement Services: Engagement on a Shoestring

New for 2020: 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
• Impact and results

Alumni Relations: Alumni Engagement on a Shoestring

New this year: 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
• Impact and results

Alumni Relations: Alumni Relations Improvement

New this year: 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

Alumni Relations: Alumni Relations Pivot

New, one-time category for 2020: 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

New for 2020: 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

Alumni Relations: Volunteer Engagement

Entries should detail how you created robust participation by alumni in helping to advance the institution in a meaningful way. This can range from service on alumni, advisory or governing boards to participation in initiatives such as strategic planning, fundraising or student mentoring/success.

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

Communications: Communications Improvement

New this year: 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

Communications: Communications Pivot

New, one-time category for 2020: 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: Crisis Management

Entries should provide details of how a one-time crisis or ongoing critical issue was managed, with an emphasis on pro-active issues management. Examples include reputation/image management, safety/security, and campus disruptions.

Judging Criteria:

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

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: Student Recruitment on a Shoestring

New this year: 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
• Ability to serve as a model for other institutions
• Impact and results

Design: Covers

Entries should be a single cover from any publication, including magazines, viewbooks, and catalogs.

Judging Criteria:

• Overall concept and creativity
• Layout and design
• Use of photography and/or illustrations
• Typography
• Reproduction quality
• Impact and effectiveness

Design: Editorial Design

Entries should be the presentation of a single major article or package of themed articles within a magazine or periodical. This could include—but does not have to—the cover. Do not enter entire publications or publications with a single-topic emphasis.

Judging Criteria

• Overall concept and creativity
• Layout and design
• Use of photography and/or illustrations
• Typography
• Reproduction quality
• Impact and effectiveness

Design: Illustrations

Entries should be original illustrations using any medium, including paintings, drawings, digital creations, and photo illustrations. Entries can be a single illustration or a related collection of no more than five illustrations that collectively tells a story. 

Judging Criteria

• Overall concept and creativity
• Use of medium/materials
• Use of illustration/photography and typography
• Messaging
• Effective use of budget and available resources
• Impact and effectiveness

Design: Periodicals and Magazines

Entries should be a single issue/edition of a recurring magazine or periodical, published at least twice a year. Entries will be evaluated based exclusively on overall design (not content), including typography, organization, presentation, and use of photography and illustrations.

Judging Criteria

• Overall concept and creativity
• Layout and design
• Use of illustrations/photography and typography
• Effective use of budget and available resources
• Reproduction quality
• Impact and effectiveness

Design: Posters

Entries can be a single poster or a series of up to six related printed posters of any size that promote a similar event, service or idea. For example: theater series promotion, health and safety awareness, campus/institutional services. Posters must have been printed for display. Do not submit paid advertisements.

Required: Attach up to six related posters, or provide hyperlinks.

Judging Criteria:

• Overall concept and creativity
• Layout and design
• Use of illustration/photography, and typography
• Effective use of budget and available resources
• Reproduction quality
• Impact and effectiveness

Design: Publications (Single-Sheet)

Entries should be one flyer, brochure or similar publication produced using a single sheet of paper of any size. Entries may have multiple folds and cuts.

Judging Criteria:

• Overall concept and creativity
• Layout, organization, and design
• Use of illustration/photography, and typography
• Effective use of budget and available resources
• Reproduction quality
• Impact and effectiveness

Design: Specialty Pieces

This category is for design of unique items such as apparel, giveaways, and other specialty objects. Items in this category should not be eligible to enter in any other category, so do not submit any print publications, banners, paid advertising or billboards. Submit one item, or a collection of up to five items with related designs.

Required: Attach files or images of your entry, or provide hyperlinks.

Judging Criteria:

• Overall concept and creativity
• Layout, organization, and design
• Use of illustration/photography, and typography
• Effective use of budget and available resources
• Reproduction quality
• Impact and effectiveness

Digital Communications: Social Media

Entries should demonstrate how social media was used to achieve certain goals related to advancement 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

Diversity and Talent Management: DEI Initiatives

New this year: 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

Diversity and Talent Management: Talent Management Initiatives

New this year: 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

Fundraising: Fundraising Improvement

New this year: 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

Fundraising: Fundraising on a Shoestring

New this year: 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

Fundraising: Fundraising Pivot

New, one-time category for 2020: 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

Magazines: Alumni/General Interest

Entries should be a print magazine targeted to alumni and/or a general audience.

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

For magazines published more than once a year, submit two complete copies published between June 30, 2019 and Aug. 20, 2020.

Judging Criteria

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

Magazines: Magazines on a Shoestring

New this year: 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

Marketing: Advertising - Campaigns

Entries should be an advertising campaign used to advance any aspect of an institution, with an emphasis placed on paid advertising. Campaigns are total packages, as represented by space ads, display posters, billboards, multimedia ad campaigns, web advertising and other promotions. 

Judging Criteria:

• Understanding of target audience(s)
• Strategy and methodology
• Content and design of ads
• Effective use of budget and available resources
• Impact and results

Marketing: Advertising - Individual Ads

Entries should be a single advertisement used to advance any aspect of an institution, with an emphasis placed on paid advertising. Individual ads include space ads, posters, web advertising, etc. not used in direct mail promotions. Do not enter video advertisements in this category.

Judging Criteria

• Understanding of target audience(s)
• Strategy and methodology
• Content and design of ads
• Effective use of budget and available resources
• Impact and results

Marketing: Branding - Department or Unit

​​​​​​Entries should demonstrate a comprehensive approach to successfully implementing a branding program for a department, division or program within the institution. Planning, strategy and outcomes will be evaluated, as well as creative solutions. Entry should demonstrate a connection to an overarching institutional brand identity/strategy.

Judging Criteria

• Objectives of the branding program
• Strategy and methodology
• Understanding of target audiences and competitive environment
• Budget and creative use of resources
• Creativity and innovation
• Implementation
• Results and impact

Marketing: Branding - Institution

Entries should demonstrate a comprehensive approach to successfully implementing a branding program for an entire institution. Planning, strategy and outcomes will be evaluated, as well as creative solutions. 

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

Required: Attach materials or provide hyperlinks.

Judging Criteria:

• Objectives of the branding program
• Strategy and methodology
• Understanding of target audiences and competitive environment
• Budget and creative use of resources
• Creativity and innovation
• Implementation
• Results and impact

Marketing: Marketing Improvement

New this year: 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

Marketing: Marketing on a Shoestring

New this year: 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 Photograph

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. Photo illustrations should be entered in the Design: Illustrations category.

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 - 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

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

Publications: Publications on a Shoestring

New this year: 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

Publications: Publications Pivot

New, one-time category for 2020: 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. 

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

Special Events: Events on a Shoestring

New this year: 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 limited resources (including budget, staff and time)
• 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 within a 30-day period, or a single event that spans multiple days. Events that take place over a longer time frame should be entered in the Year-Long Events category. 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: Special Event Pivot

New, one-time category for 2020: 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.

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 (Long)

Entries should be a single video that is 3-10 minutes long, created for a specific institutional purpose. 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: General Information (Short)

Entries should be a single video less than 3 minutes long, created for a specific institutional purpose. 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.

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: PSAs and Commercial Spots

Entries should be a single public service announcement or commercial less than 60 seconds long that promotes any aspect of the institution and is intended primarily for a general external audience, such as half-time PSAs/commercials. Online video advertisements also may be entered in this category. 

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 Videos

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

Videos: Video on a Shoestring

New this year: 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

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.

Judging Criteria:

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

Writing: Feature, Profile or News – Fewer than 1,000 words

Entries should be a single article of any type that is fewer than 1,000 words long. 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

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

Writing: Profile

New this year: 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: Series or Collection

Entries should be a package or series of up to five related or themed articles that are feature, news or research/science in nature. The articles can be by the same or multiple authors. The articles must have been originally published in an institutional publication, either print or online, and can be written by multiple authors. Articles reprinted from other sources are not eligible.

Judging Criteria:

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

Writing: Writing for the Web

Entries should be three individual articles written exclusively for online publication, such as blogs and e-newsletters. The articles may be news, features or columns, and do not need to be related. Entries by multiple authors are welcome. Articles that also have been printed in other publications may not be entered in this category.

Judging Criteria

• Creativity and concept
• Content
• Organization, writing, and editing
• Effective use of online format