2010 Pinnacle Award Categories

Advertising Campaign

Any advertising campaign relying solely on paid advertising and sales promotion techniques in two or more mediums, which promote a healthcare organization, its programs, services, or event may be entered into this category. Examples include radio, TV, print and billboard advertising. For each entry submit one copy of each piece along with the Entry Form. Submit photographs not to exceed 8.5 x 11 of outdoor, oversized or three-dimensional advertising. (Note: Individual components may also be entered in other specific categories.)

Animation

Used as an element of design for the Web or other electronic presentation. Emphasis on creativity of the animation and its use to enhance the visual presentation and message.

Annual Report

Annual publications including community benefit reports, which present a picture of the overall performance of the healthcare organization to its board of directors, investors or service-area residents, should be entered in this category. Submit one copy of the annual report along with the Entry Form.

Community Newsletter

Publications intended to convey news and other information about the healthcare organization and its programs and services to residents of its service area should be entered into this category. Submit two (2) to four (4) different issues along with the Entry Form.

Corporate Identity/Brand Management

A program or project designed to heighten awareness of organization or service/program identity and to manage the distribution and use of key visuals, editorial and/or spoken references, and electronic presentation, including appropriate guidelines and standards.. Include copies of any standards sets as well as a description of how the standards are implemented and monitored within your organization.

Direct Mail

A single direct mail piece or a series (3 or more), which promote a healthcare organization, its programs, services, or event may be entered in this category. Do not enter community newsletters or annual reports into this category. For each entry submit one copy of each piece along with the Entry Form.

E-Marketing and Social Marketing

Any outbound email marketing program including e-publications, advertisements or surveys that are exclusively e-mailed to consumers or other target audiences, or social marketing through social network platforms such as Facebook, Twitter and YouTube. For each entry submit one copy on a CD along with a print-out of the e-marketing or social marketing initiative.

Employee Communication

Publications and/or electronic communications/platforms intended to keep employees aware of the healthcare organization and its programs and services should be entered into this category. Submit two (2) to four (4) different issues of a publication along with the Entry Form. For electronic communications, submit one copy on a CD along with a print-out in PDF format.

Fund-Raising

Any fund-raising project that culminated between June 1, 2009 and May 31, 2010. Entries should illustrate project planning and implementation as well as results of the efforts and how they impacted the organization. .

Great Work That Never Saw the Light of Day

The ad that a board member killed at the last minute, that logo that reminded someone of a donut grease spot, the brochure that never made it to press, the direct mail campaign that got lost between marketing VPs, the tagline that didn't get used because the communications director didn't write it herself. You get the point. Submit your favorite work that will never be seen, read or heard by its intended audience. Obviously, your Entry Form won't have much to say about the results. Just give us a great story in your project description about why it never saw the light of day and attach it to the project.

Integrated Marketing Campaign

A marketing program using multi-media tactics (paid and unpaid). Examples include direct mail, news releases, media relations, radio, TV, and print advertising. The campaign must demonstrate achievement of marketing excellence through research, measurable campaign objectives, concise strategies, implementation, evaluation and achievement of measurable results.

Issue Management

Any internal or external project dedicated to the management of a central issue that impacts the health care organization. This could be a one-time crisis intervention, an ongoing educational or communication campaign related to a single issue or topic, or ongoing management of a controversial issue that impacts the healthcare organization. Clearly identify the strategy and tactics employed and provide examples of the communications content and mediums used.

Logo Design

Entries must include a copy of the original art and representative samples of how it has been used along with the Entry Form.

Marketing on a Shoestring Budget

Many ideas and opportunities. Tight resources. Tell your story about working with limited resources to produce a communications, public relations and/or marketing campaign. Include a clear illustration of resources used, including dollars allocated and spent and creative ideas used to stretch those dollars and resources.

Outdoor Advertising

Advertising on billboards, transit or bus shelters, which promote a healthcare organization, its programs or services. In addition to the Entry Form, submit color photographs or print outs of the artwork.

Patient Literature

Entries in this category may include pamphlets, brochures and guides, which promotes the organization, its programs and services to residents of the healthcare organization's service area. The literature can also be used to educate patients about a specific program or service. Entries may be individual projects or a series of related individual projects. Submit one copy of each piece along with the Entry Form.

Photography

All healthcare-related photographs taken by an ISHMPR member employed by a hospital or healthcare organization for use in a public relations of marketing project. Entries may be either black and white or color photos. In addition to the Entry Form, submit one copy of the photograph no larger that 8x10, along with proof of publication or use in a public relations of marketing project.

Physician Newsletter

Publications intended to keep physicians who use the healthcare organization or who practice within its primary service area informed about the facility, its programs and services should be entered into this category. Submit two (2) to four (4) different issues along with the Entry Form.

Physician Relations & Recruitment

This category is designed to showcase projects and methods that illustrate how your organization partners with physicians in delivering specific health care services or programs to your community, as well as projects related to encouraging new physicians to join your organization.

Print Advertising

Advertising which promotes a healthcare organization, its programs or services and has appeared in a newspaper, magazine or other print medium may be entered in this category. For each entry submit one copy of each piece along with the Entry Form.

Public Relations Project

This category is designed to recognize public relations analytical and creative skills. It could include any problem or special project in a healthcare organization that the PR/Marketing department was asked to solve. Examples are layoffs, major construction, facility openings or closings, legislation and crisis. For each entry, submit one copy of each piece along with the Entry Form which may be up to three pages in length. (Note: Individual components may also be entered in other specific categories.)

Radio Advertising

Any radio spot or series promoting a healthcare organization, its programs or services, should be entered in this category. Public service announcements are not eligible (PSAs). No distinction will be made between 10, 20, 30 and 60-second commercials. In addition to the Entry Form, submit one copy of the script and one audio CD. Series of commercials may be recorded on one CD. If submitting multiple entries in this category, please submit a separate CD for each entry.

Special Event

Entries in this category include projects designed to publicize, promote or support specific events or services of the healthcare organization and that use a variety of communication methods to reach a target audience. Examples include health screenings, anniversary celebrations, open houses, grand openings, educational seminars, contests, etc. For each entry, submit one copy of each piece along with the Entry Form. Submit photographs not to exceed 8.5 x 11 of outdoor, oversized or three-dimensional advertising. Submit audiovisual materials on CD or DVD. (Note: Individual components may also be entered in other specific categories.)

Television Advertising

Any single television spot or series, promoting a healthcare organization and its programs or services, should be entered in this category. Public service announcements are not eligible (PSAs). No distinction will be made between 10, 30 and 60-second commercials. In addition to the Entry Form, submit one copy of the script and one DVD. Series of commercials may be recorded on one DVD. If submitting multiple entries in this category, please submit a separate DVD for each entry.

Video Production

Videos created primarily for a specific non-commercial audience should be entered in this category. Examples include patient education, employee orientation, medical education, recruitment, and community relations. Entries will be judged on concept, creativity, and professional execution. In addition to the Entry Form, submit one copy of the video on DVD along with the script.

Website Design and Development

Any Intranet or Internet web sites may be entered into this category. Internet entries must currently be accessible via the Internet. For intranet sites are not accessible outside an organization's network, include the most current view of the site and submit all files on CD, along with a printout of the site. . All website entries will be judged on creativity, complexity and user-friendliness as well as the quality of the information provided. Please note all outside assistance clearly in your project description and include your URL.

Writing Project

Any article that was published or any editorial, speech or other written material that was used to further the healthcare organization's mission is eligible for his category. Entries must be submitted in manuscript form (typed, 12 point font and double-spaced). In addition to the Entry Form, submit a copy of the written material as it was published, or in the case of a speech, the date and location of the presentation