HOW TO ENTER YOUR CAMPAIGN

1. THE BRIEF - “open source workforce.  'your country's immediate challenge to re-engage & maintain the employment potential of their workforces”

(i) Overview

 

Considerable numbers of workforces have been made redundant by the global economic crisis, in countries all around the world. These people are of any age, gender, and job role/career and are putting pressure on Government Welfare.  This situation is also causing considerable issues with those who are 45-50+ who find themselves too expensive for the market, or their careers redundant.  Those who are nearing retirement, this diminishing prospect of work is putting pressure on drawing on their pension or superannuation schemes, a really tough outcome for their families.

The Client for the 2011 MAA Worldwide Academic Challenge is the Government of your Country and the task for each Promotion Marketing Team is to plan how you would develop a no cost online marketing service which would offer out of work workforces a chance to get back into the workforce again, in their own career, or a new one, in full time employ or part time employ, which may suit a new set of family circumstances in the city/town where the workers currently live, or perhaps in a new city or town in partnership with the local town/city council.

Your Team will need to give this “Open Source Workforce” online concept a Project name, and develop and execute a Promotion Marketing plan for year 1.  Your Proposal must incorporate at least 5 of the following elements:

•    Information and advice on how to look for the other jobs in their own career, or what new jobs are there which are worth considering in complimentary or totally new careers.

•    How to establish & run a self managed new business.  What are the ‘new’ vocations which weren’t around 10 years ago?  Even those which could service existing workforces.  (Like providing home help, or supporting local businesses).

•    An online Linked-in style network so members of the Project can keep in touch, asking questions and sharing information or success stories.  Recognising successful Case Studies.

•    How to work from home and/or work to different hours.  You may wish to create a totally new employment paradigm for workforces over 50, or those nearing retirement.  Or you could develop a new performance system for younger workers or for women who have decided to have children and work from home part time.  Or work with the Council or Governing body of a Town or City outside the City who might offer incentives for workforces to relocate to work in that Town or City.  Totally new Industries could even be established in these locations.

•    Including education and mentoring opportunities.  In every Country there are successful business people, willing to ‘put back’ by helping others.

•    How media partners (TV, Press, Magazines, Radio) could share the news of the Programme via Promotion.  A Cable TV network has agreed to donate a TV channel for this Project.  How would you involve them?

•    Apple has agreed to promote an App on their iPhones.  How would you present & maximise this facility?

•    How Corporate Partners like search Engines like Google or Yahoo, Online Recruitment portals like Seek or Monster & a Telco could become involved to spread the word and help distribute information.

•    How would you involve social marketing tool & techniques to promote the concept & involve participants?

•    Unemployment can involve Governments in the form of reduced company & personal taxation and unemployment benefits.  Can this concept provoke, or even a even radical involvement by Government?

Your Promotion Marketing Team doesn’t have a budget and you are not expected to provide market research or results. You may wish to include some creative for a Project logo but the quality of any artwork won’t be scored.

The Judges will need to see how your Team captures the concept of “Open Source Workforce” and how your team will develop, market and maintain involvement in the concept, by your audiences in year one addressing an overall target of a significant increase in full time employment in your country.

Your final task involves your Team’s actual Presentation to the International MAA Worldwide Judging Panel. 

News of the success of the “Open Source Workforce” Project has spread globally, and your Government Client has asked your team to prepare a Proposal which it will present to other Countries with a view to exporting the concept.  So your Proposal needs to present and sell your Project.

(ii) Judging Criteria

You must include these sections in your written entry:

Campaign Concept: Representing 40% of the score

How was the Campaign planned? Which techniques were considered and why? How was the campaign supported? Which issues needed to be faced? Were there any logistical aspects to consider, etc?

The Judges will be looking for originality, creativity, impact of the concept and an ability to achieve the objectives.

Campaign Strategy: Representing 30% of the score

What strategy was planned to address the marketing objectives, and why? Is the strategy sound for the brand and the target audience?

The Judges will be looking for appropriateness, relevance and a quality of strategic thinking.

Campaign Execution: Representing 30% of the score

How was the Campaign executed? How do you think the Campaign would stand out? Were there any issues which needed to be faced with customers, trade, sales forces, etc?

The Judges will be looking for a strong presence in the market, the quality of the collateral material in communicating the strategy and finally how the execution was carried out.

A degree of creativity will be required to support your execution, but you will not be judged on the quality of any artwork. We are looking for your team’s ideas to address the Brief.

Each Marketing Team will actually become a Promotion Marketing Agency for this exercise and will therefore need to provide a name for this Agency on the Entry Form.

2. ENTry details

The Submission

Your written submission will need to be prepared in English and in a single PDF format.  You may like to create your document in more than one format (ie Microsoft Word or Powerpoint) and then combine all pages into one PDF file. The written entry PDF file must not exceed 500kb.

Support Material

This material may include graphic representations of your Entry. If you have more than one piece of artwork, scan, jpeg, etc please convert all material into one PDF. The PDF file must not exceed 10mb.

3. PRIZES

The Grand Prize

The GLOBE will be awarded within the 2011 Worldwide MAA GLOBES Award Program which recognizes the very Best of the Best in Promotion Marketing from Award Programs run in Argentina, Australia & New Zealand, Asia, Brazil, Canada, Europe, Israel, Japan, UK and the USA.

One member of the Winning Promotion Marketing Agency, chosen by themselves, will be provided a return economy airfare and accommodation, to attend the 2011 MAA Worldwide Fall Conference and GLOBES Award Ceremony this October in Rio De Janeiro, Brazil.

The GLOBE will be retained by the Winning University or Business School, and each Member of the Winning Promotion Marketing Agency will receive a GLOBE Certificate.  Copies of the GLOBE can be purchased by Members of the Winning Promotion Marketing Agency from the MAA Worldwide Secretariat.

The Certificates

Silver and Bronze Certificates will be awarded to each Member of each of the Promotion Marketing Agencies, with the second and third highest scores. 

Order of Merit Certificates will be awarded to each Member of the Promotion Marketing Agencies, whose Entries the Judging Panel feel are worthy of this recognition.
Note:  All Certificates will be prepared as PDF's and emailed to the Team Leaders.  The PDF's can be colour printed locally.

All winners will be announced on www.maaw.org in late October 2011.

The copyright of all entries will remain the property of each Entrant.  MAA Worldwide reserves the right to publish all or any part of any Entry.