Best practice from Blink PR
The Royal Borough of Windsor & Maidenhead (RBWM) Community and Business Awards 2007-8
The RBWM‘s public and voluntary sector, as well as the area’s business community, is one of the most diverse, vibrant and thriving in the South East.
For the last three years the Borough has successfully recognised the achievements of local companies through its prestigious Business Awards. In 2007, it aimed to include and honour individuals and community-led organisations with a combined Community and Business Awards.
Nine award categories were proposed, high expectation for entries, with high calibre candidates and close competition. Entry was open to any organisation or individual based in RBWM which met the judging criteria, as laid out within the category selected.
Support for the Community and Business Awards was expected from the Borough’s community at large and is self-funded by sponsorship. Publicity during and following the event was anticipated to be extensive, attracting financial support and encouraging a high number of applicants.
- To generate sufficient sponsorship to ensure a successful and entertaining event
- To attract applications to enhance the competition
- To sell-out the Awards Ceremony Evening
- To achieve regular, high level publicity throughout
- To create a truly memorable occasion.
The strategy to this programme was two-fold:
To encourage sponsorship
- Highlighting the opportunity for organisations to get involved in a continuing success story
- Showing that entry into this partnership would demonstrate local community commitment
- Providing access to a wide-reaching promotional and public relations campaign
- Profiling the highly visible and huge networking potential
- Encouraging participation and attendance at a high profile Award Ceremony Dinner.
To encourage entries into the competition
Demonstrating to local organisations that by entering these awards they would achieve the following:
- The opportunity to benchmark the community’s or organisation’s achievements
- The chance to use an award/finalist recommendation in future promotions or accolades
- The opportunity to utilise the event as a strong networking opportunity
- An accolade that reinforces goals and assists with team morale
- Participation and attendance at a high profile Award Ceremony Dinner, in company with other leading local organisations
- The opportunity to be recognised as a local success story.
The success of any Award scheme can be measured by the volume of local participation and acknowledgement.
The RBWM Community and Business Awards was designed to appeal strongly to a variety of specific market sectors and throughout we aimed to encourage contribution and involvement by maximising on the key features and benefits for potential sponsors and applicants within a hard-hitting PR and marketing programme.
The programme was divided into 6 distinct phases:
Phase One – Sponsorship and Support
- Targeted telemarketing and direct marketing campaign
- Press and broadcast schedule
Phase Two – Generating Interest
- Launch event
- Marketing communications – including brochures / website
Phase Three – Event Planning
Phase Four – Judging Process
- Judging panel day
- Press campaign to generate interest and excitement
Phase Five – Event Management
Phase Six – The Event
- Gala night extravaganza
- Trophy and certificate presentations
- Media liaison and post-event reporting
- Over £30,000 of media coverage
- Full sponsorship attained, including high profile blue-chip brands
- Sold-out gala night at Ascot Racecourse
- Commitment from sponsors to support an Awards event for 2008
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