Beacon Awards Category Descriptions

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Annual Report
A report presented from leaders of a corporation, college, or university to stakeholders containing important information about the past year.

Brochure
A pamphlet or booklet describing educational products or services using narrative and/or visual means, compelling its audience to get more information. Product prices and/or ordering devices may or may not be included in this piece.

Catalog
A compendium of educational products or services that includes pricing and instructions on how to order.

Display Ad
Includes space and banner ads for print or Internet applications.

Direct Mail
Marketing tools that include a response card or reply device.

Higher Education Materials (colleges only)
An outstanding piece that incorporates text, photographs, and quotes to encourage a student to attend the institution.

Integrated Marketing Campaign
A total marketing campaign that includes at least three (3) media components such as print (space ads, brochures, direct mail), electronic media, premiums, packaging, or point-of-purchase display.

Integrated campaign entries must be accompanied by a separate document explaining:

• The goal or mission of the overall campaign

• The intended audience

• How, where, and when the materials were used and their relationship to one another.

Marketing Newsletter
A print or electronic publication, published on a regular schedule, that's main purpose is to sell or promote products and companies rather than to provide objective news and feature stories.

Media Kit
A promotional tool designed to inform potential advertisers about market reach and advertising opportunities in a publication and/or website.

Website/E-commerce
A website that effectively conducts business communication and transactions through digital communications.

Website/Marketing
A website that compels the viewer to want to know more about the product or to purchase the product.