Diamond Awards Judging

This year's Diamond Awards program saw a record 1,500 entries! All of the entries (except for the internet category entries, which were evaluated earlier) were judged on January 23rd and 24th 2004, at CUNA's offices in Madison, WI. The judges awarded a total of 100 Diamond Awards and 232 Awards of Merit in 30 categories.

This year's judges

Patty Pretzer, AVP Marketing Manager
AVP Marketing Manager
Town & Country CU
PO Box 2046
Minot, ND 58702

Jim Jeffries, Marketing/Business Development Director
Royal Oak Schools CU
1903 Rochester Road
Royal Oak, MI 48073

Cheryl Frame, VP-Marketing/Business Development
Deere Harvester CU
PO Box 887
Moline, IL 61266

Roger Buechler, Marketing Manager
Service First FCU
3901 E. 10th Street
Sioux Falls, SD 57103

JoAnn Lipsey, Ad Agency Consultant
Ann Lee & Associates
Madison, WI

Tom Senatori
W & B Advertising
Madison, WI

Judging criteria

The judges based their decision on the following five criteria:

Strategy: Was the strategy behind the entry sound? Did the entry's strategy make sense given the credit union's position in the marketplace and competitive factors.

Design and Production: Based on materials sent, how effective are the entry's design elements (typography, art, color, white space); or in the case of broadcast, the entry's use of talent, visuals and sound? Does the design enhance the idea and make it better? Is attention paid to the fit and finish of the final product? Is the quality of the printing, lighting, recording and reproduction polished? Is the idea enhanced by the production value?

Creative Concept: How does the creative concept position the offer to the reader? Is the overall concept consistent with the stated strategy and objectives of the offer? How well do verbal and visual messages connect to communicate clearly? Are the ideas fresh or timeworn?

Copy and Communication: Based on materials sent, words, either in headlines, body copy, or scripts, usually are the key to the success of the entry. Is the writing effective in helping sell the idea? Are product benefits clearly stated or obscured?

Results: How did the entry do given its objective, its budget and the credit union's strategy? Did the idea behind the entry produce the results it was supposed to? (Only certain categories required that results be submitted.)