Measure the outcome of the communication program to prove that it successfully achieved its stated goals.

THE IABC PHILIPPINE QUILL AWARDS ARE OPEN TO ALL PROFESSIONAL COMMUNICATORS INCLUDING, BUT NOT LIMITED TO: Communication strategists, managers and practitioners Corporate, government and NGO communicators Agency executives, creative professionals, HR and marketing managers Winners are chosen by a jury of peers, who use an internationally used assessment method that has proven fair, objective and reliable for more than three decades.

Be incomplete nor be sent beyond the deadline to the IABC Philippines Secretariat. This includes the entry fee. Choose your category carefully Select the division and category that best fit your entry. These divisions and categories help judges assess your entry in terms of what it set out to achieve. The judges recognize that some entries fit in several categories, and in such cases may be more lenient. However, if your entry is clearly submitted to the wrong category, you will be disqualified and lose your entry fees. Multiple categories The same project, or parts of it, may be submitted as entries in different categories as long as they all apply. An entry cannot be submitted more than once in the same category. You may submit as many entries as you wish, but separate entry fees have to be paid for each entry. HOW TO ENTER THE GOLD QUILL AWARDS When entering, carefully follow these instructions. If they are not followed correctly, or if your entry is incomplete, your entry will be disqualified from the competition. 1) CHOOSE THE APPROPRIATE DIVISION AND CATEGORY FOR YOUR ENTRY. 2) COMPLETE THE WORK PLAN FOR YOUR ENTRY. Submit both an electronic copy (MS Word doc file) on a disk or CD-ROM and a hard copy of the work plan. The work plan describes your projects communication program, how it was developed and what you intended to achieve. It must follow the required outline. 3) ASSEMBLE THE WORK SAMPLE FOR YOUR ENTRY. The work sample can be either electronic or hard copy, and is the physical example or representative sample of your

2011 Philippine Quill Awards

The Philippine Quill is the countrys most prestigious and relevant award for business communicators. It is given annually by the International Association of Business Communicators (IABC) Philippines or IABC Philippines. The communication excellence award program is organized and managed by seasoned communication professionals of IABC Philippines, themselves multi-awarded internationally and nationally for their programs, skills and creative work. It is the nationwide award that best prepares one to join the global competition, the IABC Gold Quill, that gathers the best work every year from over 15,500 IABC member-communicators around the globeprofessionals like you, whose work is furthering their organizations goals and directly contributing to business success. Philippine Quill winners have gone on to enter and win the international Gold Quill, a symbol of excellence and accomplishment the world over. WHETHER BIG OR SMALL IN SCALE, YOUR ENTRY, TO BE AWARD WINNING MUST: Set clear and measurable objectives that support business goals and show an understanding of your target audience that is characterized and defined clearly Bring value and be measurable to your organization with a creative, effective communication effort 2

communication projectfor example, a newsletter, podcast or website. 4) INCLUDE A LETTER OF PERMISSION IF THE ENTRY IS ABOUT YOUR CLIENT. The letter must acknowledge your role and their consent for you to submit this entry if the work was completed on their behalf. 5) COMPLETE THE ENTRY FORM. Send it in with your entry and entry fee (in cash or in check) to the IABC Philippines Secretariat. Whether you use the printed entry form in this brochure or print out an entry form from the website, make three (3) copies of your entry form. Send two (2) copies along with your entry package, with payment, to the IABC Philippines Secretariat. Keep one (1) copy for your records. 6) COMPLETE ALL FIELDS ON THE ENTRY FORM. Entrants organization List the name of your organization. Client organization or outside agency If the work you submit was not done for your organization, list the name of the organization that the project was designed for. If you are no longer affiliated with the said organization, or are an outside supplier (e.g., an agency or freelancer), you must include the organizations written approval of the project along with your entry. 3

YOUR GUIDE TO THE PHILIPPINE QUILL AWARDS

ELIGIBILITY Your entry must: Include original material. Syndicated, borrowed, reprinted or stock materials are unacceptable. Meet entry time frames and deadlines. Be work that was produced and measured at any time in the past 12 months. If entered or won in a previous Philippine Quill Award cycle: show clearly how this years entry raised the bar from previous years If a new project: show clearly the need and direct link to the core business Have the stated permission or signature of clients and other key project participants. Include all required elements such as an electronic copy of your work plan. Follow the required outline and all other rules. Your entry must NOT: Exceed the maximum number of pages allowed for the work plan or size limitations.

PHILIPPINES SECRETARIAT ON OR BEFORE THE DEADLINE. Make sure your complete entry is submitted: Filled-out entry form two (2) printed copies Entry fee (cash or check) Work plan electronic copy in a CDROM/CD AND a printed copy Work samples Entrants name and title List only one name. This must be the person who was principally responsible for the development, management and execution of the entry. Failure to comply with these requirements may result in disqualification. During the Awarding Ceremonies, IABC will allow only up to three (3) persons to be recognized. Indicate if you are an IABC Member and write your IABC Membership Number to avail of the member entry fee. Indicate if you attended the Philippine Quill seminar and if the entry is in your name as entrant to avail of the early bird fee, as long as you submit your entry and payment within the time frame for attendees. Enter address and contact information for notification in case your entry wins. Title of entry Choose a name that clearly describes your entry. Each time an entry is entered in other categories, it must have its own entry form and entry fee. Division and category Indicate the division number and name (e.g., Division 2, Communication Skills) and category (e.g., Category 18, Audiovisual) for your entry. 7) MAKE YOUR PAYMENT. Send both your payment of entry fee and a copy of your completed entry form to the IABC Philippines Secretariat: in cash or in check payee: IABC Philippines 8) SEND YOUR COMPLETE AND RULE-COMPLIANT ENTRY TO THE IABC 4 Send the complete entry to: IABC Philippines Secretariat, Unit 201, 2nd floor, Great Wall Building, 136 Yakal Street, Makati City. Tel. nos. 756-0441 and 497-1450 or Telefax 756-0424. Email us at info@iabc.com.ph and iabc_philippines@yahoo.com or visit our website www.iabc.com.ph 9) IABC CONFIRMS RECEIPT OF ENTRIES OR FEES. To ensure confirmation of receipt, send your entries and entry fees using a traceable form of delivery. ENTRY FEES AND DEADLINES All entries and payments must be received (not post-marked) by the stated or publicized deadlines. IABC Philippines reserves the right to set or extend deadlines. No refunds will be given if your work plan and work sample are not received on time. Faxed copies and e-mails of your entry are not permitted. IMPORTANT NOTE ALL ENTRIES BECOME THE PROPERTY OF IABC AND MAY BE USED IN ITS PUBLICATIONS, LECTURES AND FOR OTHER PURPOSES. IF YOUR MATERIAL IS PROPRIETARY, PLEASE INDICATE THIS CLEARLY IN YOUR ENTRY AND ENTRY FORM. NO MATERIALS YOU SUBMIT WILL BE RETURNED.

governments and retail companies to services such as utilities and health care. Entrants must demonstrate how their project applied a full range of planning and management skills, including research, analysis, strategy, tactical implementation and evaluation. Entries may include a combination of communication materials in their submission. CATEGORY 1: GOVERNMENT RELATIONS Programs targeted at government bodies and government agencies. CATEGORY 2: COMMUNITY RELATIONS Programs targeted at community audiences, including communities of NGOs, non-profit and volunteer organizations. CATEGORY 3: CUSTOMER RELATIONS Programs targeted at customer audiences. These include customer relationship management and customer research. CATEGORY 4: INTERNATIONAL COMMUNICATION Programs targeted at international audiences, including multinational consumers and international organizations, as well as programs undertaken by multinational bodies. CATEGORY 5: MEDIA RELATIONS Programs focusing on the news media as the main channel used to reach target audiences. CATEGORY 6: MULTI-AUDIENCE COMMUNICATION Programs targeted at more than one internal and/ or external audience. CATEGORY 7: MARKETING COMMUNICATION Programs aimed at marketing products and/or services to an external audience. CATEGORY 8: ISSUES MANAGEMENT AND CRISIS COMMUNICATION Programs targeted at external and/or internal audiences that address trends, issues and/ or attitudes that have a significant impact on an organization, such as labor relations, crises, mergers, acquisitions, public policy and the environment.

CATEGORY 9: EMPLOYEE/MEMBER COMMUNICATION Programs targeted at employee or member audiences. This category includes programs that create awareness and influence option or behavioral change, and those focused on management communication, ethics, morale, internal culture or change management. CATEGORY 10: HUMAN RESOURCES AND BENEFITS COMMUNICATION Programs targeted at employee or member audiences that deal with health and welfare, savings and pension, stock and compensation, or recruitment and retention. CATEGORY 11: STRATEGIC COMMUNICATION PROCESSES This category is for programs that develop new strategic approaches to communication within an organization. They may include brand and culture audits, employee and market research, competitive benchmarking and audience analysis. This category also includes training programs that enhance communication within an organization or among key audience groups. CATEGORY 12: BRAND COMMUNICATION This category includes branding strategies for new brands and those that reposition existing ones. Winners in this category demonstrate the research underlying brand changes. Programs include brand architectures, changes to corporate identities and design solutions that address the challenges of brand communication. CATEGORY 13: SPECIAL EVENTS INTERNAL OR EXTERNAL This category includes any event that marks any significant occasion that supports the goals of an organization. For example, an anniversary, official 5

STEP 1: CHOOSE YOUR CATEGORY

DIVISION 1 - COMMUNICATION MANAGEMENT

The Communication Management Division covers projects, programs and campaigns that are guided by a communication strategy. Entries to this division can be initiated by any type of organization, from

opening, product launching, road show, conference, customer event or employee appreciation event would all be eligible. CATEGORY 14: ECONOMIC, SOCIAL AND ENVIRONMENTAL DEVELOPMENT Programs targeted at community audiences, governments and funding agencies. Programs in this category are concerned with sustainable development or other economic, social or environmental issues. They include international aid, public awareness, corporate social responsibility, economic revitalization, cultural preservation, education, literacy, health, poverty reduction, employment, and indigenous and heritage protection programs. CATEGORY 15: MULTILINGUAL COMMUNICATION Programs targeted at bilingual and/or multilingual audiences, including non-native language speakers. CATEGORY 16: ELECTRONIC AND DIGITAL COMMUNICATION These are strategic computer-based communication programs produced for internal or external audiences that primarily use electronic production and/or delivery tools. These tools would include electronic newsletters, electronic annual reports, web sites, intranet sites, blogs and wikis. CATEGORY 17: SOCIAL MEDIA These programs encompass a quickly evolving range of new tools and practices that allow individuals and groups to collaborate and share knowledge and experiences online. These tools and practices intend to engage a public (whether internal or external) in conversation, as opposed to broadcasting information in one direction. The tools and techniques currently available include (but are not limited to): 6

Conversation-enabled publishing platforms (blogs, podcasts, etc.) Social networks (LinkedIn, Facebook, MySpace, Dopplr, etc.) Democratized content networks (Digg, wikis, message boards, etc.) Presence networks/microblogging (Twitter, Jaiku, Pownce, etc.) Content sharing sites (YouTube, Flickr, Del.icio.us, etc.) Virtual networking platforms (Second Life, There.com, etc.)

Magapapers/tabloids Newsletters Annual reports Special publications

DIVISION 2 - COMMUNICATION SKILLS

The Communication Skills Division includes communication products (publications, advertorials, web sites, newsletters, etc.) that showcase technical skills such as editing, writing and design. In addition to overall excellence, entrants must demonstrate creativity, measurable results and strategic alignment with their organizations business goals. CATEGORY 18: ELECTRONIC AND DIGITAL COMMUNICATION This category includes computer-based communication tools produced for internal or external audiences that primarily use electronic production and/or delivery skills. This would include: Electronic newsletters Electronic annual reports Web sites Intranet sites Blogs Wikis Podcasts CATEGORY 19: AUDIOVISUAL Programs in this category use sound, video, film, slides, CDs or a combination of these elements. This includes projects such as: Video programs/overall productions Slide-and-sound programs Films CATEGORY 20: PUBLICATIONS This includes internal or external printed publications in all formats except electronic. This includes: Magazines (one color or more) Newspapers

CATEGORY 21: WRITING This category encompasses original material written for a particular communication project. This includes: Personality profile Sales promotion and marketing Recurring features or columns News releases Other features Technical writing Editorials Writing for online distribution Advertorials Scripts Interpretive/expository articles Speeches News articles

collages, montages, posters, displays, bulletin boards, mobiles, invitations, special signs, etc. that appear in: Book and magazine covers Product labels and packaging Posters 3D materials (t-shirts, etc.) Organizational identity materials (logos, etc.) Illustrations Direct marketing (direct mailings, branded gifts, etc.) CATEGORY 24: INTERACTIVE MEDIA DESIGN Design of electronic and interactive media elements: interactive products that are used with a computer. This includes: Website design CD-ROM or DVD Intranet site design E-cards, banner ads, buttons, popups, etc. CATEGORY 25: OUTDOOR/3-D These products are intended for a public audience and must be located outdoors. Examples include: Billboards Murals and public sculpture Outdoor and transport posters (for use at bus shelters, airport terminals, wrapped buildings and cars, etc.) Decorations, neon signs, awnings, street furniture, etc. CATEGORY 26: PHOTOGRAPHY Original photographs created or commissioned for a particular communication project. This includes: Single photos Photo essays 7

DIVISION 3 - COMMUNICATION CREATIVE

The Communication Creative Division includes projects that showcase creative talent and design that also perform communicative functions. Entrants must demonstrate innovation, creativity, strategic alignment with an organizations business goals and effective visual communication. CATEGORY 22: PUBLICATION DESIGN This category is for designs of internal or external publications in all formats except electronic. These publications include: Magazines (one color or more) Brochures and leaflets Newspapers Annual reports Magapapers/tabloids Newsletters CATEGORY 23: OTHER GRAPHIC DESIGN Projects involve designing an organizational brand identity or other graphic project where design is the primary communication function. This includes cartoons, drawings, paintings,

materials and photos and re-sealable plastic pouches for DVDs, CDs, videos, etc. Label all the elements of your entry in case they become separated. Label the binder or folder with the name of your entry. SCORING GUIDELINES Judges score both your work plan and your work sample. For Communication Management entries, which reflect a full range of planning and management skills, the work plan and work sample are each worth 50 percent of the score. For Communication Skills entries, the work plan is worth 40 percent and the work sample is worth 60 percent. For Communication Creative entries, the work plan is worth 25 percent and the work sample is worth 75 percent. THE WORK PLAN Your plan is an executive summary of your communication strategy and an explanation of its implementation and outcome. TECHNICAL SPECIFICATIONS Entries must be typed. The minimum font size is 10 points on 8.27 by 11.69 inch paper (A4). Use single column (paragraph) format and a minimum of single space in between lines, with no less than half-inch margins (1.3 centimeters) on all sides of the A4 paper. ENTRY DETAILS List the following information at the top of your work plan. 1. Division and category 2. Title of entry 3. Entrants name 4. Entrants organization 5. Client organization or outside agency (if applicable) 6. Time period of projectSpecify the inclusive dates when the communication project took place.

7. Brief descriptionProvide a maximum of six (6) sentences to describe your entry. This may be used as the official description of your entry for Award write-ups. COMMUNICATION MANAGEMENT AND COMMUNICATION SKILLS WORK PLANS For Divisions 1 and 2, follow the required outline below and complete the needed information: 1. Need/opportunity. What need or opportunity did your communication project address? Clearly describe the issues the organization faced, and outline any impact these issues had on performance, reputation, image, profit, participation, etc. Highlight any formal or informal research findings that support you analysis of the need or opportunity. 2. Intended audience(s). Identify your primary audience and any other audiences. What was the audience mind-set? What key characteristics (needs, preferences, demographics, etc.) did you take into account when developing your solution? Describe any research you did on your audience. 3. Goals and objectives. Goals describe what your communication project was designed to accomplish. Choose one or two key goals to describe in detail. These key goals should be oriented to your organizations future needs. Goals should be measurable. Very often, these measures are financial, but not always. If this is the case for your project, be sure to note so in your description. Objectives should be SMART (specific, measurable, attainable, realistic,

CATEGORY 27: ADVERTISING (CONVENTIONAL/ TRADITIONAL MEDIA) Entries in this category demonstrate creative and innovative use of traditional advertising media. This includes: Film/TV Radio Print

time-bound) and should examine outcomes such as quantity, time, cost, percentages, quality or other criteria. HOW DO I KEEP MY WORK PLAN TO THE REQUIRED NUMBER OF PAGES? This is part of the challenge! Edit your plan to be clear and concise. Bullets, tables and lists, rather than full paragraphs, can help maximize space. Ask yourself: Does this work plan show that the project was well managed? Does it cover all of the important points? Is it compelling? Could your work plan be used to show others what works? 4. Solution overview. Outline your projects solution and the logic that supported it. In short, tell us why you did what you did. The solution should demonstrate your thought process, imagination and approach to problem solving. Discuss how you involved stakeholders in developing the solution. Identify key messages. Present the tactics and communication vehicles you used. 5. Implementation and challenges. State your project budget or any indicator of the amount of money and/or resources used. It does NOT matter if the budget is small!
MAX. NO. OF PAGES FOR WORK PLAN 4 pages 3 pages 2 pages

STEP 2: COMPLETE YOUR WORK PLAN

CRAFTING YOUR ENTRY: WORK PLAN AND WORK SAMPLE All entries must be typed or encoded in a computer language or program prescribed by the Award rules MS Word (doc format). The write-up should be no larger than 8.27 by 11.69 inches (A4). Be sure to organize and condense your work to the required number of pages to provide a representative overview of your project. Do not go over the limit. If you do, you will be disqualified. The only exception to the A4 page size limitation is when a single piece of your work sample that is critical to your entrysuch as a videotape, book or 3D itemvaries from the prescribed computer format. In such a case, you may package the piece with your work sample. We encourage you to use tabs to separate and label the different sections of your entry (i.e. entry forms, work plan, work sample) and be sure all sections are clearly identified. Avoid paper clips and rubber bands, but consider using plastic sleeves for print 8

DIV. NO 1 2 3

DIVISION NAME Communication Management Communication Skills Communication Creative

JUDGES SCORING 50% to work plan; 50% to sample 40% to work plan; 60% to sample 25% to work plan; 75% to sample

3.

4. Show that you made efficient use of money. Discuss time frames. Describe any limitations or challenges that you faced when selling and implementing your ideas (judges are looking for flexibility and a capacity to resolve problems and negotiate solutions). Note any special circumstances and discuss how they were addressed. 6. Measurement/evaluation of outcomes. How did you measure your projects results? Every result should be linked to one or more objectives. Results must be shown to be valuable, thorough and convincing. Measurement should demonstrate outcomes, not outputs. For example, if your media relations campaign was designed to support a product roll-out, you should measure bottom-line figures such as the attainment of sales target or the number of qualified sales leads, rather than just measuring the number of clips and impressions or advertising value equivalent. If your challenge was to improve employees understanding of an issue, you must show that their knowledge increased, in part or in whole, as a result of the communication plan you implemented. COMMUNICATION CREATIVE WORK PLAN For Division 3, your work plan should provide the following information, using the required outline below: 1. Project summary. Give an overview of your project. What business need or opportunity did your creative solution address? 2. Intended audience(s). Identify your primary and other audiences. Describe the key characteristics (needs, preferences, demographics, etc.) that you took into account 10 5.

6.

when developing your solution. Describe any research you did on your audience. Objectives. What were your projects creative objectives? What outcome did you target? How did your creative objectives contribute to your organizations business need or opportunity? Key messages/theme. What messages or themes were most critical to convey? State your key messages or themes. Creative rationale. Summarize the creative solution and the logic that supported it. Tell us why you did what you did. Describe how your solution demonstrates insight and imagination. Results. In what way did you achieve your projects objectives? How did your creative solution address the business need or opportunity? Demonstrate the effectiveness of your creative solution by showing increases in outcomes. Discuss your budget, resources and time frame and how efficient use of each.

For intranets or limited, secured access sites, provide instructions on how to register for the site, along with an account name or password. If access may be a barrier to evaluation, or if theres a chance the site may change after submission, consider submitting a Tour of Work Sample (of five minutes or less) on a CD-ROM/ DVD. Electronic entries will be disqualified if they contain viruses, if they disable or require disabling of any part of the computer system used in the judging, or if judges cannot view or install work samples using the instructions provided. Provide a summary of your CD-ROM, DVD or other electronic medium (a screen shot with caption, a storyboard of select scenes, etc.) in your work plan. Do not send large and heavy items (displays, billboards, sculptures, etc). Send color photographs (no larger than 8 by 10 inches, or 20.3 by 25.4 centimeters) of large and/or heavy items. Publications. For periodicals, submit three consecutive issues as a single entry (for both printed and electronic versions). For semiannual publications, submit both issues. For annual publications, including annual reports, submit one issue that complies with the 2011 Philippine Quill Awards time frame. Indicate the frequency of the publication (monthly, quarterly, semi-annual, etc.) in your work plan. Publication format are defined as follows: MagazinesPrinted on coated or glossy paper, generally 8.27 by 11.69 inches (A4) saddle-stitched or perfect bound. NewspapersPrinted on newsprint, most are approximately 16 by 23 inches (40.6 by 58.4 centimeters). Magapapers/tabloidsPrinted on coated or high-quality paper, generally 12 by 14 inches (30.5 by 35.6 centimeters) or larger. NewslettersPrinted on newsprint or glossy paper, smaller in size than newspapers or magapapers, generally four to eight pages on 8.27 by 11.69 inch paper (A4). Photography. Submit your entry in the context in which it was used. For print media, submit the spread or story in which the photograph(s) appeared (a tear sheet is preferable). For photos used in displays or bulletin boards, or other cases where size is prohibitive, send an 8 by 10 inch (20.3 by 25.4 centimeters) photograph of the entire project and one close-up photo. Programs and campaigns. Submit a complete, concise entry that is illustrative of the entire campaign. To do this, enclose representative samples of multiple program elements. Submit color photographs (no larger than 8 by 10 inches, or 20.3 by 25.4 centimeters) of large or bulky samples. Writing samples. Provide a tear sheet or other evidence of the writings use. For recurring features or columns (Category 20), send three different samples as a single entry. For scripts (Category 20), submit typed entries on 8.27 by 11.69 inch paper (A4). Videotapes. If submitting videotapes, submit programs in the standard format appropriate to the geographic area they will be judged in. For Asia/Pacific, use PAL-standard and use half-inch (1.3 centimeter) VHS. BE SELECTIVE WITH YOUR WORK SAMPLE For larger communication programs, send examples (clips, photos, etc.) that best represent your entry, rather than sending every item. For example, dont send a t-shirtsend a picture of a crowd of people wearing it. 11

STEP 3: ASSEMBLE YOUR WORK SAMPLE

THE WORK SAMPLE (ALL DIVISIONS) The work sample consists of all the supporting material illustrating your communication program. It can include items such as videotapes, publications, design work, writing series, photography, computer programs, etc. You may also include products such as scripts, an executive summary of the research results, the media buy, etc. Your work sample should represent the scope of your work. Please send the highest quality of samples you can afford. Technical Specifications Electronic/digital elements. Electronic and interactive work samples should be viewable on Windows or Macintosh equipment and/or software. For websites, provide the URL or IP address of the site in your entry.

For more information and entry submission:

IABC Philippines Secretariat

Unit 201 2/F Great Wall Building 136 Yakal Street, Makati City Tel. Nos. 756-0441 and 497-1450 Telefax No. 756-0424 Emails: info@iabc.com.ph or iabc_philippines@yahoo.com Website: www.iabc.com.ph