Communication is golden.See how time, commitment, creativity, and the effective use of resources paid off for the winners of the 1997 Gold Circle awards. Developing an award-winning communication program doesn't require a large staff or a lot of money. However, reaching your communication goals does take commitment, time, and the wise use of available resources. For Gillian Baylow, executive director of The Mr. Holland's Opus Foundation, Toluca Lake, California, developing a good program on a small budget takes a clear mission. "Having a straightforward mission and doing most of the work yourself" are the most important aspects to success, she says. The foundation's Mr. Holland's Brochure won a Gold Circle trophy for best marketing and promotion piece. For other communication professionals working with a small budget, Baylow advises: * Don't be afraid to ask for something for free or to ask for help. * Find people in the industry who seek only recognition, not money, for their work. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Baylow, printing companies that worked for credit alone donated 75 percent of the work on her project. Myra R. Schwartz, communications manager, North Carolina North Carolina, state in the SE United States. It is bordered by the Atlantic Ocean (E), South Carolina and Georgia (S), Tennessee (W), and Virginia (N). Facts and Figures Area, 52,586 sq mi (136,198 sq km). Pop. Automobile Dealers Association, Raleigh, and Julia A. Stephen Sherrier, communications director, Association of Progressive Rental Organizations, Austin, Texas, whose associations also won Gold Circle trophies, offer these money-saving strategies: * If the project looks as if it will exceed budget, rethink your plan. Decide if any part can be left out or done differently without negative consequences for members. * Ask printers to give a discount based on future business you plan to give their companies. * Know your audience; you'll be able to find the best way to make an effective statement with the least amount of money. These Gold Circle award winners and others achieved success with a small budget and staff through creativity and focus. On the following pages you'll find a list of all of the 1997 Gold Circle trophy winners. Runners-up received a certificate of achievement and were honored, along with trophy winners, at the 1997 Management Conference. Sponsored by the ASAE ASAE American Society of Association Executives ASAE American Society of Agricultural Engineers (Society for Engineering in Agricultural, Food, and Biological Systems) ASAE Alkali-Sulfite-Anthraquinone-Ethanol Communication Section and judged by peers in the industry, the awards recognize excellence in association communication programs. Nearly 500 associations submitted 1,062 entries in the 1997 competition. Of the entries, 113 were marketing-promotion pieces, 109 were magazines, and 99 were Web sites. All but 1 of the 22 categories were divided into two sections. Section A was for those associations with a total budget of less than $2 million. Section B designated associations with a total budget of $2 million or more. The "golden shoestring" category was for associations with total budgets of $250,000 or less. Gold Circle Winners Total communication program Section: B Title: Emergency Nursing Is . . . Submitted by: Emergency Nurses Association, Park Ridge, Illinois Park Ridge, Illinois, is a suburb of 37,775 residents, 15 miles northwest of downtown Chicago, close to O'Hare Airport, major expressways and rail transportation. Park Ridge is said to be located on the highest ridge in Cook County. Judges' comments: "Challenged by marketplace issues, this association fights back with high-quality, effective materials to transform members into activists and association supporters. Increased revenues and new members (by 24 percent) and steadied member retention." Communication plan for a single project Section: B Title: TAIA Centennial Celebration Submitted by: Ernest Stromberger, CAE (1) (Computer-Aided Engineering) Software that analyzes designs which have been created in the computer or that have been created elsewhere and entered into the computer. , executive director, Texas Association of Insurance Agents, Austin Judges' comments: "Well-organized and planned effort that shows creativity. Nice incorporation of old-fashioned look and historical touches - should encourage membership pride and retention." Public relations/informational campaign for a single purpose Section: A Title: National Sleep Foundation Daytime Sleepiness Program Submitted by: Reid Blank, associate executive director, operations, National Sleep Foundation, Washington, D.C. Judges' comments: "Excellent research and evaluation effort that played perfectly to the medium. Impressive polling work." Section: B Title: BIO's Response to Dolly Submitted by: Biotechnology Industry Organization Biotechnology Industry Organization or BIO was founded 1993 in Washington, DC. James C. Greenwood is BIO's current President. External links
Judges' comments: "Great use of limited resources; exemplary research and evaluation process. Excellent design and implementation of crisis-communications plan." Product/service marketing or advertising campaign Section: A Title: Self Insurers Fund Marketing Campaign Submitted by: Myra R. Schwartz, communications manager, North Carolina Automobile Dealers Association, Raleigh Judges' comments: "Good match of creative ideas and marketing to target audience." Section: B Title: New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of for a Song Submitted by: New York Convention & Visitors Bureau, New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. Judges' comments: "Representative of an association forming marketing partnerships to obtain a specific mutual goal. Good example of executing a specific, targeted marketing plan that is enhanced by exceptional communication materials." Total convention communication Section: A Title: Desperately Seeking Balance Submitted by: Lynn Melby, CAE, executive vice president, The Washington State Psychological Association, Edmonds Judges' comments: "WSPA WSPA World Society for the Protection of Animals WSPA Western States Petroleum Association WSPA Washington State Psychological Association WSPA Washington State Pharmacy Association WSPA Washington State Paralegal Association (Seattle, WA) exceeded their goal for attendance by more than 200 percent. The production costs for all materials were kept low by combining print runs and other creative means. The theme was used throughout and its creativity and 'irreverent approach' balance the lack of high-end production." Section: B Title: HIMSS HIMSS Healthcare Information and Management Systems Society 97 Submitted by: Pamela Barrett, director of education and publications, Healthcare Information and Management Systems Society Founded in 1961, the Healthcare Information and Management Systems Society (HIMSS) is a healthcare industry membership organization exclusively focused on providing leadership for the optimal use of medical informatics technology and management systems. , Chicago; Kentfield, California Kentfield is a census-designated place (CDP) in Marin County, California, United States, just north of San Francisco. The population was 6,351 at the 2000 census. Geography Kentfield is located at (37.951491, -122. Judges' comments: "Good concept carried throughout. Invested primarily in attendee handouts. Good graphics and visuals. Theme carried through all materials." Magazines Section: A Title: Assisted Living as·sist·ed living n. A living arrangement in which people with special needs, especially older people with disabilities, reside in a facility that provides help with everyday tasks such as bathing, dressing, and taking medication. Today Submitted by: Debra J. Stratton, president, Stratton Publishing and Marketing, Inc., Arlington, Virginia Judges' comments: "Consistently strong in all categories. Thought-provoking editorial and excellent design meet and exceed the association's objectives." Section: B Title: Arthritis Today Submitted by: Cindy McDaniel, vice president of publications, Arthritis Foundation This article or section needs sources or references that appear in reliable, third-party publications. Alone, primary sources and sources affiliated with the subject of this article are not sufficient for an accurate encyclopedia article. , Atlanta Judges' comments: "First-class magazine. Editorial speaks directly to readers. Design is outstanding." Section: B Title: Countdown Submitted by: Juvenile Diabetes juvenile diabetes n. Insulin-dependent diabetes. Foundation International, New York City Judges' comments: "Combines youth and adult audiences without watering down the impact of the publication. Excellent editorial and design." Peer-reviewed journals Section: A Title: Laboratory Animal Science Submitted by: Chris Lyons, director of publications, American Association for Laboratory Animal Science The American Association for Laboratory Animal Science (AALAS), a 501(c)3 nonprofit membership association, was formed in 1950 as a forum for the exchange of information and expertise in the care and use of laboratory animals. , Cordova Cordova, Spain: see Córdoba. , Tennessee Judges' comments: "Consistent format with supportive illustration and photography. High-level of scientific research. Meets stated objectives in a highly professional manner." Section: B Title: Gems and Gemology gem·ol·o·gy or gem·mol·o·gy n. The study of gems. gem  o·log
Submitted by: Alice Keller, editor, Gems & Gemology, Gemological Institute of America The Gemological Institute of America, or GIA, is a non-profit institute dedicated to research and education in the field of gemology. The GIA is also well known for its gem identification and grading services, and developed the famous "four Cs" (Cut, Clarity, Color and Carat , Carlsbad, California Carlsbad is a coastal resort-town in northern San Diego County, California. According to the state Department of Finance, the city had a total population of 90,271 in 2003. Judges' comments: "Beautiful publications. Appropriate and sensitive in its use of-four-color for subject matter. Strong, consistent design had added flair. Good thought process for its content." Scientific/educational articles Section: B Title: What Happens When I Sleep ? Submitted by: Juvenile Diabetes Foundation International, New York City Judges' comments: "This was a great article, moving from the specific to the general. . . . While the scientific implications are clear, the text was presented clearly and without resorting to jargon." Feature writing, general interest Section: B Title: Sobering Thoughts Submitted by: Gary A. Hengstler, editor and publisher, American Bar Association American Bar Association (ABA), voluntary organization of lawyers admitted to the bar of any state. Founded (1878) largely through the efforts of the Connecticut Bar Association, it is devoted to improving the administration of justice, seeking uniformity of law , Chicago Judges' comments: "Complex legal matter that was explored in terms that were completely personal. Article was well-researched and provides a blend of historical perspective, facts, and commentary. Article generated substantial increase in attendees of the educational program." Newsletters/bulletins Section: A Title: The Take-Charge Assistant Submitted by: Carole Thielman, production manager, American Management Association, New York City Judges' comments: "Design addressed audience, met objectives, and was well-written." Section: A Title: INfocus Submitted by: Susan Goewey, director of publications, University Continuing Education continuing education: see adult education. continuing education or adult education Any form of learning provided for adults. In the U.S. the University of Wisconsin was the first academic institution to offer such programs (1904). Association Washington, D.C. Judges' comments: "Effective, met goals, and provided useful information." Section: B Title: Just in Time Submitted by: Colleen Appleby-Carroll, managing editor, National Association of Manufacturers, Washington, D.C. Judges comments: "What a fabulous way to respond to your members' needs. Great design and graphics; nicely written." Newspapers/tabloids Section: B Title: Newsline Submitted by: Teri Harris, director of communications Director of Communications is a position in the private and public sectors. The Director of Communications is responsible for managing and directing an organization's internal and external communications. , Golf Course Superintendents Association of America Golf Course Superintendents Association of America (GCSAA) was originally founded in 1926 when 60 greenkeepers met at the Sylvania Country Club in Toledo, Ohio to form the National Association of Greenkeepers of America (NAGA). , Lawrence, Kansas Lawrence, Kansas Union stronghold where Quantrill’s Confederate band killed more than 150 people (1863). [Am. Hist.: EB, VIII: 338] See : Massacre Judges' comments: "Exceptional design and layout. Consistency in headers. Strong ties to the theme of golf; department heads draw reader into the copy; good use of color not of the white race; - commonly meaning, esp. in the United States, of negro blood, pure or mixed. See also: Color and space." Most improved magazine/journal Section: A Title: Progressive Rentals Submitted by: Julia A. Stephen Sherrier, communications director, Association of Progressive Rental Organizations, Austin, Texas Judges' comments: "Enormous degree of improvement. Design promotes a more 'positive' appeal versus dated former approach." Section: B Title: Consumer Electronics Vision Submitted by: Amy Hill, staff director of communications, Consumer Electronics Manufacturers Association, Arlington, Virginia Judges' comments: "Stunning redesign that surpassed personal objectives. Why did you wait so long? Most significant and dramatic improvement overall." Most improved newsletter/newspaper/tabloid Section: A Title: PS Abstract Submitted by: T. Michael Mullen, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most director, Pennsylvania State Association The Pennsylvania State Association was a "Class D" league in Minor League Baseball that operated from 1934 until it was shut down during World War II in 1942. Cities Represented Judges' comments: "Welcome to the 20th century. More efficient way to communicate information on a variety of topics. Three-column grid is a vast layout improvement, easy to read. Articles arranged in logical order. Great customization of newsletter name. Polished and professional end product considering severe budgetary restraints." Section: B Title: SCCM SCCM Society of Critical Care Medicine SCCM System Center Configuration Manager (Microsoft) SCCM Standard Cubic Centimeters per Minute SCCM Software Change and Configuration Management SCCM South Carolina Columbia Mission FORUM Submitted by: Lisa Parks, manager of public affairs, Society of Critical Care Medicine, Anaheim, California Judges' comments: "Clean, exciting design draws readers in. Use of departments and successful two-color format on inside spreads increase readability and clarity." Section: B Title: VICA VICA Vocational Industrial Clubs of America VICA Video Conferencing Alliance (UK) VICA Vocational Industrial Chapters of America VICA Vision Counsel of America Professional Submitted by: E. Thomas Hall, senior publications officer, National Vocational Industrial Clubs of America, Leesburg, Virginia Judges' comments: "A vast improvement from previous publication. Packed with easy-to-read information. Short news articles allow for easy navigation. Slick redesign. Good use of color." Annual reports Section: A Title: Shadows and Light Submitted by: Julia A. Stephen Sherrier, communications director, Association of Progressive Rental Organizations, Austin, Texas Judges' comments: "Very imaginative; good use of resources. Excellent design; very readable. Theme played out in design. Editorial and format refreshing overall." Section: B Title: Building Commitment - Launching Young Lives Submitted by: Susan Hlesciak Hall, public information director, Association for Supervision and Curriculum Development The Association for Supervision and Curriculum Development, or ASCD, is a membership-based nonprofit organization founded in 1943. It has more than 175,000 members in 135 countries, including superintendents, supervisors, principals, teachers, professors of education, and , Alexandria, Virginia Judges' comments: "Stunning photos told a story. Superb writing - seemed to have a sense of purpose. A great alternative to the dry annual report - very innovative way to give shelf life to annual report." Annual publications Section: A Title: Graphic Artists Guild Handbook: Pricing & Ethical Guidelines, 9th Edition Submitted by: Paul Basista, CAE, executive director, Graphic Artists Guild, New York City Section: B Title: '97 Guide to Benefits Submitted by: California and Nevada Credit Union League A credit union league (League) is a United States state-level trade association for credit unions, which are non-profit financial cooperatives. Credit union leagues hold a primary interest in the Credit Union National Association (CUNA). , Ponoma Directories/buyers' guides Section: A Title: North American North American named after North America. North American blastomycosis see North American blastomycosis. North American cattle tick see boophilusannulatus. Guide to Nude Recreation Submitted by: Roslyn Scheer, executive director, American Association for Nude Recreation The American Association for Nude Recreation (AANR) is a nudist organization in the United States. In the United States, German immigrant Kurt Barthel organized the first nudist event in 1929, just outside of New York City (NYC), and founded the American League for Physical , Kissimmee, Florida Judges' comments: "Content and writing is excellent. Photography and printing is brilliant. Met its stated objectives perfectly in regards to its association's membership." Section: B Title: 1997 MCAA MCAA Mason Contractors Association of America (Oakbrook Terrace, Illinois) MCAA Messenger Courier Association of the Americas MCAA Marine Corps Aviation Association MCAA Mechanical Contractors Association of America, Inc. Directory and Buyers Guide Submitted by: Cheryl Stratos, director, marketing, Mechanical Contractors Association of America, Rockville, Maryland Judges' comments: "Very well organized; good writing, clear printing, good design; very reasonable budget." One-time publications Section: A Title: The Science of HIV HIV (Human Immunodeficiency Virus), either of two closely related retroviruses that invade T-helper lymphocytes and are responsible for AIDS. There are two types of HIV: HIV-1 and HIV-2. HIV-1 is responsible for the vast majority of AIDS in the United States. Submitted by: Phyllis R. Marcuccio, associate executive director for publications and membership, National Science Teachers Association, Arlington, Virginia Judges' comments: "Highly effective use of photos and drawings; clear sense of audience. One of the best presentations available on a complex topic for an audience (high school students) of widely varying scientific background and attention span. A model for teaching science." Marketing/promotion pieces Section: A Title: Mr. Holland's Brochure Submitted by: Gillian Baylow, executive director, The Mr. Holland's Opus Foundation, Toluca Lake, California Judges' comments: "For such a low budget piece, this brochure conveyed its objectives succinctly and with a lot of style." Section: B Title: Butterflies Direct Mail Entry submitted by: William Hanbury, president and chief executive officer, Greater Milwaukee Convention and Visitors Bureau Judges' comments: "Flawless presentation. Achieves marketing goals perfectly." Media and sales kits Section: A Title: EUCA EUCA Engineering & Utility Contractors Association EUCA End User Computer Application Promotion Folder Submitted by: Leslie Lord, director, member services, Engineering & Utility Contractors Association, Pleasanton, California Judges' comments: "Excellent job of promoting the association's products and services. A high-quails, eye-catching piece." Section: B Title: Advertising Media Kit for the Ducks Unlimited Magazine Submitted by: Christopher T. Dorsey, group manager, publishing and communications, Ducks Unlimited, Inc., Memphis, Tennessee Judges' comments: "Beautiful and appropriate packaging. Resisted the trend toward high-tech graphics in favor of a theme that works for the audience. Solid writing. Well-organized and comprehensive." Videos Section: A Title: The Promise and Reward - 50 Years Offshore Submitted by: Paula Barnett, director, public affairs, National Ocean Industries Association, Washington, D.C. Section: B Title: Pre-teen/Teen Video - 'Brace Your Face' Submitted by: Larry Mickey, director of communications and marketing, American Association of Orthodontists The American Association of Orthodontists, or AAO, is an American advocate group for orthodontists. Most American orthodontists, about 95 percent, are members. They are also dentists and are members of the American Dental Association. , St. Louis Judges' comments: "Extremely effective, especially in light of target audience." World Wide Web sites Section: A Title: www.awpi.org Submitted by: W. Allan Wilbur, acting president and chief executive officer, American Wood Preservers Institute, Fairfax, Virginia Judges' comments: "Good use of clean and attractive graphics, with easy navigation and informative and educational content. Applied several good technical aspects to the site." Section: B Title: www.portcement.org Submitted by: Bruce D. McIntosh, director of communications, Portland Cement Association, Skokie, Illinois Judges' comments: "Easy to navigate. Great graphics. Complete online catalog. Good content." Golden shoestring (One-time publications) Title: Legislative Portfolios Submitted by: Elizabeth W. Adamson, CAE, executive director, Association of Ohio Health Commissioners, Columbus Judges' comments: "Exemplifies the true spirit of the 'golden shoestring' budget, which is to accomplish several objectives with one low-budget project." |
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