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2018 Excalibur Awards Campaign Categories
The campaign categories recognize complete programs that incorporate sound research, planning, execution and evaluation. Winning entries will reflect the highest standards for strategic thinking, ethical practice, and measurement that are consistent with the Barcelona Principles. Identical entries in multiple categories will not be accepted.
Programs from the following 12 categories are eligible for consideration for the Grand Excalibur Award.
1. Community Relations
Includes programs that aim to improve relations with, or seek to win the support or cooperation of, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations. (Campaigns designed to promote products should be entered in Marketing Consumer Products or Services.)
2. Reputation/Brand Management
Programs designed to enhance, promote or improve the reputation of an organization with its publics or key elements of its publics, either proactively or in response to an issue, event or market occurrence. (Campaigns designed to launch or promote a specific product or service’s launch or sales/marketing effort should not be entered in this category. Instead, refer to Category 6 or 7).
3. Events and Observances
Includes programs or events such as commemorations, observances, openings, celebrations or other special activities. These events or observances may be as short as one day or as long as one year.
4. Public Service/Non-Profit Campaigns
Includes programs that advance public understanding of societal issues, problems or concerns. (Similar programs conducted principally to enhance an organization’s standing, or to otherwise serve its interests directly, will fall under Category 2: Reputation/Brand Management.)
5. Government/Public Affairs
Includes programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies — at the local, state or federal government levels — so that the entity funding the program benefits.
6. Marketing Consumer Products and Services
Includes programs designed to introduce new products or services or promote existing products or services to a consumer audience.
7. Marketing Business to Business
Includes programs designed to introduce new products or promote existing products or services to a business audience.
8. Crisis Communications and Issues Management
Includes programs undertaken to deal with an unplanned event that required an immediate response and programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.
9. Internal Communications
Includes programs targeted specifically to publics directly aligned with an organization, such as employees, members, affiliated dealers and franchisees.
10. Investor Relations/Financial Communications
Includes programs directed to shareowners, other investors and the investment community.
11. Multicultural Public Relations
For any type of program, such as institutional, marketing and community relations, specifically targeted to a cultural group.
12. Integrated Communications
Includes any program that demonstrates leadership of public relations strategies and tactics in a creative and effective integrated campaign, along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.