This year's Diamond Awards program netted close to 1400 entries! All of the entries (except for the internet category entries, which were evaluated earlier) were judged on January 20-21, 2005, at CUNA's offices in Madison, WI. The judges awarded a total of 137 Diamond Awards and 227 Awards of Merit in 32 categories.
This year's judges
Matt Tebbetts, Lead Judge
VP Marketing
Greenville FCU
Greenville, SC
Rich Jones
VP Marketing
U of C FCU
Boulder, CO
Janet Wood
Association Marketing
CUNA Mutual Group
Madison, WI
Lara Denning
AVP Communications
Oklahoma Credit Union League
Tulsa, OK
Mike Knapstein
Waldbilling & Besteman
Madison, WI
Sharon Cook
VP Marketing
CDC FCU
Atlanta, GA
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.)
