Diamond Awards Judging

This year's Diamond Awards program netted close to 1,100 entries! All of the entries (except for the web site category entries, which were evaluated earlier) were judged on January 26-27, 2006, at CUNA headquarters in Madison, WI. The judges awarded a total of 113 Diamond Awards and 192 Awards of Merit in 32 categories.

This year's judges

2006 Diamond Awards Onsite Judges:

Rene McKee, Lead Judge
VP Marketing
California Coast CU
San Diego, CA

Alyson Burns
VP Marketing
San Mateo CU
Redwood City, CA

Sandi Carangi
VP Marketing
Erie Community Credit Union
Erie, PA

Janice DeCarlo
Marketing Manager
Credit Union of Southern California
Whittier, CA

Brent Lawrence
SVP Marketing/CMO
Mountain America CU
West Jordan, UT

Beth Satre
Marketing Specialist
Montana CU Network
Helena, MT

Michele Virnig
AVP-Marketing Communications
CUNA Mutual Insurance Society
Madison, WI

Corina Watts
Senior Marketing Manager
University FCU
Austin, TX

Mark Whalen
President
Image Works
Madison, WI

2006 Diamond Awards Web Site Judges (category #12):

Brynn Ammon
Director of Marketing/Business Development
Seaboard CU
Jacksonville, FL

Brad Hunter
VP Marketing
Spokane Teachers CU
Spokane, WA

Rich Jones
VP Marketing
University of Colorado FCU
Boulder, CO

D.G. Markwell
VP-Marketing/Business Development
Max FCU
Montgomery, AL

Brett Noll
VP/CMO
Langley FCU
Hampton, VA

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.)