Guidelines

Within the entry, the following headings should be considered (in the order in which they appear).
 
Campaign background
Why was sponsorship, and this sponsorship project in particular, chosen to fulfil the communication requirement? Make reference to the selection process. Explain why this project was the right one for your business purposes. What did the business seek to achieve/ Appropriateness to business goals and originality are key. Campaigns showing particular evidence of innovation will be put forward for the new Sponsorship Innovation of the Year Award. 
 
Objectives
Be as specific as possible about what the campaign was designed to achieve and why (what its targets were – image shift, sales uplifts, etc.) and define your target market.

Execution and exploitation
Be as specific as possible about the mechanics of the sponsorship, the creative exploitation of the project (what tools were used to really make it work) and how it was communicated to its audiences. Give details of the support material produced. Outline potential for future opportunities and long term benefits.
 
Outcome and evaluation
Relate results to original objectives and provide researched results. If the campaign is on-going, provide results to date.
 
Whilst creativity and innovation are both very important criteria, the judges will be looking primarily for evidence of effectiveness based on the objectives established at planning stage and on measurement of the results obtained to date. Highlight what you consider makes your campaign particularly outstanding/groundbreaking.