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2014 Gold Circle Awards Categories & Evaluation Criteria

2014 Gold Circle Awards Categories & Evaluation Criteria

Gold Circle Awards Program

Basic GCA Information:
Categories and Criteria
FAQs
Sample Award Entry Form
2014 Eligibility Requirements

Past Winners:
2013 Winners
2012 Winners
2011 Winners

Questions:
Contact goldcircle
@asaecenter.org
or 202-626-2809.

  1. Branding Campaign
  2. Convention/ Meetings Marketing Campaign
  3. E-Magazine
  4. E-Newsletter
  5. Innovative Communications
  6. Integrated Communications Campaign
  7. Media/Public Relations Campaign
  8. Members Retention Campaign
  9. Membership Recruitment Campaign
  10. New Member Orientation Campaign
  11. New Product/Service Launch Campaign
  12. Print Magazine
  13. Print Newsletter
  14. Re-branding Campaign
  15. Video
  16. Website

CATEGORIES AND EVALUATION CRITERIA

Branding Campaign

Recognizes the best new Branding Campaign. The key elements in judging are to define and communicate a clear, compelling identity. To create an effective brand that makes a positive first impression, that is easily and lastingly remembered and that builds on current positive perception. All entries should be accompanied with pertinent creative multichannel program components.

Clarity:

  • Is the writing free of typos and other mistakes?
  • Does the material articulate the brand?
  • Is the material appropriate for the target audience?

Conciseness:

  • Does the level of detail overwhelm the viewer?
  • Is there unnecessary verbiage that you feel distracts from the message?

Creativity:

  • Is the material innovative in design and messaging?
  • Does the material remind you of similar brands that you have seen before?
  • What is unusual, if anything about the graphics, color or other elements?

Design:

  • Does the overall material appear to be effective in reaching its target audience?
  • Do you find the design/graphic/color aesthetically pleasing? Why or why not?
  • Is the design/graphic easy to follow/understand?
  • What is innovative or atypical about the design/graphic elements?

Effectiveness (Statement of Objective):

  • Are the brand goals, objectives, and measure of success clearly defined?
  • How is the brand positioned in the marketplace (the benefit it provides to members/consumers, and the advantages it has over its competition)?
  • How well was the brand name linked to symbols?
  • What marketing/advertising channels were used (concentrated use of brand name)?
  • How well was the emotional association with the brand made through the brand personality (spokesperson/inanimate object)?
  • Was a tag line developed that expands on the logo concept to further describe the brand?
  • Was a style guide developed?

Overall Content:

  • Has the brand clearly demonstrated how its components work together to archive its stated goal and has every key audience, either internal or external been addressed?
  • How did the creative contribute?

Convention/ Meetings Marketing Campaign

Recognizes an outstanding overall campaign designed to promote an association’s convention/meeting. Campaign elements may include web pages/micro-sites, printed material, electronic material, social media, video, and other supporting materials.

Clarity

  • Do the elements of the campaign work together to clearly articulate the call to action?
  • Does the campaign present the call to action in a straightforward manner or does the level of detail overwhelm the viewer?
  • Are there any unnecessary words or images that detract from the overall message of the campaign?

Creativity

  • Does the campaign remind you of similar campaigns that you’ve observed before?
  • Is the approach for each vehicle innovative in its content, design, and messaging?
  • Does each vehicle creatively integrate the campaign’s key messaging?
  • What is unusual––if anything––about the elements of the campaign?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the campaign furthered the stated goals and objectives?
  • What elements of the campaign did not meet the stated goals and objectives?
  • Did the campaign ultimately fulfill the criteria for success?

Effective Use of Each Medium

  • Does each campaign vehicle demonstrate why the medium was chosen, and present clear messaging and effective design?
  • How do the vehicles chosen work together to strengthen the goals and objectives and help achieve success?

Overall Content

  • Does each campaign component provide clear writing, ease of use, excellence in photography and design, opportunity to fulfill the call to action, and useful information as appropriate to the campaign goals?
  • Does the entire campaign clearly demonstrate how the components work together to achieve the stated goal?

E-Magazine

Recognizes an outstanding e-magazine designed to provide valuable information to members, prospective members and staff. Elements judged could include: editorial content, organization of material, use of video and other visuals, design, use of design elements, collection of readership, transformation of articles into social media, Twitter, responses, etc.

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the e-magazine furthered the stated goals and objectives?
  • What elements of the e-magazine did not meet the stated goals and objectives?

Clarity

  • Do the elements of the e-magazine work together to clearly engage readership, deliver important information and take into consideration different ways and time frames in which readers read?
  • Does the e-magazine provide a feedback mechanism for readers which is easy to use?
  • Is content action oriented so that readers can take steps to share knowledge, improve performance, etc. after they read it?
  • Are there any unnecessary words or images that detract from the overall message of the e-magazine?
  • Is the e-magazine fast-read, and if so what elements support this?

Creativity

  • Does the e-magazine meet the stated needs of the target audiences and the association’s communications goals overall?
  • Is there a creative use of headlines, subheads, charts, graphs, visuals and other narrative and design elements?
  • Are the articles engaging and interesting?
  • Is the writing style concise, crisp and free of jargon?
  • Is the approach innovative in its content, design and messaging?
  • Does each section creatively integrate the e-magazine’s key sections?
  • Are sections clearly defined and do they have engaging visuals to draw the reader in?
  • Are linkages to additional information used for maximum benefit and to draw readers to the association’s web site and other products?
  • What is unusual or particularly beneficial, if anything, about the elements of the e-magazine?

Effective Use of Each Medium

  • Does the e-magazine make effective use of digital elements such as video, photography, animation, navigation, etc.?
  • If the association takes advertising, is it integrated well into the e-magazine’s format so that it adds value rather than distracts from it?
  • Does the e-magazine provide a feedback mechanism for readers?
  • How is that feedback captured and addressed? 
  • How do the material and graphics chosen work together to further engagement for readers and invite discussion?

Overall Content

  • Is there a variety of content that meets goals and objectives?
  • Is content important to readership – and how is that gauged?
  • Is content clearly written and highlighted with subheads, headings, visuals and other graphic techniques?
  • Is the layout well designed and easy to navigate?
  • Does the home page and/or e-newsletter format enhance content?
  • Is there a table of contents that is effective in attracting readers to various sections?
  • Does the e-magazine design reflect the digital age or is it more like a print magazine turned into an electronic version?
  • If there are special e-magazine features – what works best and what does not?

E-Newsletter

Recognizes an outstanding e-newsletter designed to provide valuable information to members, prospective members and staff. Elements judged could include: editorial content, organization of material, use of video and other visuals, design, use of design elements, collection of readership, transformation of articles into social media, Twitter, responses, etc.

Clarity

  • Do the elements of the e-newsletter work together to clearly engage readership, deliver important information and take into consideration different ways and time frames in which readers read?
  • Does the e-newsletter provide a feedback mechanism for readers which is easy to use?
  • Is content action oriented so that readers can take steps to share knowledge, improve performance, etc. after they read it?
  • Are there any unnecessary words or images that detract from the overall message of the e-magazine?
  • Is the e-magazine fast-read, and if so what elements support this?

Creativity

  • Does the e-newsletter meet the stated needs of the target audiences and the association’s communications goals overall?
  • Is there a creative use of headlines, subheads, charts, graphs, visuals and other narrative and design elements?
  • Are the articles engaging and interesting?
  • Is the writing style concise, crisp and free of jargon?
  • Is the approach innovative in its content, design and messaging?
  • Does each section creatively integrate the e- newsletter’s key sections?
  • Are sections clearly defined and do they have engaging visuals to draw the reader in?
  • Are linkages to additional information used for maximum benefit and to draw readers to the association’s web site and other products?
  • What is unusual or particularly beneficial, if anything, about the elements of the e-magazine?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the e-newsletter furthered the stated goals and objectives?
  • What elements of the e-newsletter did not meet the stated goals and objectives?
  • How are visual and editorial messages strengthened by content and design?
  • Is the content and approach reflective of the key messages of the association both editorially and visually?

Effective Use of Each Medium

  • Does the e- newsletter make effective use of digital elements such as video, photography, animation, navigation, etc.?
  • If the association takes advertising, is it integrated well into the e-newsletter’s format so that it adds value rather than distracts from it?
  • Does the e-newsletter provide a feedback mechanism for readers?
  • How is that feedback captured and addressed? 
  • How do the material and graphics chosen work together to further engagement for readers and invite discussion?

Overall Content

  • Is there a variety of content that meets goals and objectives?
  • Is content important to readership – and how is that gauged?
  • Is content clearly written and highlighted with subheads, headings, visuals and other graphic techniques?
  • Is the layout well designed and easy to navigate?
  • Does the home page and/or e-newsletter format enhance content?
  • Is there a table of contents that is effective in attracting readers to various sections?
  • Does the e-newsletter design reflect the digital age or is it more like a print magazine turned into an electronic version?
  • If there are special e-newsletter features – what works best and what does not?

Innovative Communications

Recognizes an outstanding association communications program, vehicle and/or format that pushes the limits of innovation and/or technology to communicate with the intended audience(s). Entries in this category should employ new and emerging communication vehicles or utilize known communications in new, experimental, or innovative ways.

Clarity

  • Does the material articulate an easily understood point of view?
  • If relevant, are alternative interpretations presented?
  • Are conclusions sustained by the discussion and arguments preceding them?
  • Is the material appropriate to the target audience?

Creativity

  • Was the material innovative?
  • Does the material remind you of similar presentations that you’ve read before?
  • What is unusual––if anything––about the text, layout, or other elements?

Design/Layout

  • Does the overall piece(s) appear to be effective in reaching its target audience?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Overall Content

  • Is the writing free of typos and other mistakes?
  • Is the writing clear and concise?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

Integrated Communications Campaign

Recognizes an outstanding association/nonprofit communications program launched in 2013, which consists of a minimum of three (3) communication vehicles, such as digital, print (magazine, journal, letters, etc.), social media, website, video, or radio. Entry must include multiple delivery channels with a common message, mission or theme.

Clarity

  • Is the content for each vehicle free of grammatical errors, mistakes, and/or typos?
  • Is the point of view for each vehicle clear and demonstrative of an integrated messaging approach?
  • Is the material presented in each vehicle relevant for the intended target audience?
  • Are the materials appropriate to the target audience?

Creativity

  • Is the approach for each vehicle innovative in its content, design, and messaging?
  • Does each vehicle creatively integrate the campaign’s key messaging?
  • Does each program demonstrate an innovative approach to reaching key audiences and doing so in a way that the programs work together?

Effectiveness (Statement of Objective)

  • Are campaign goals, objectives, tactics, and measures of success clearly defined?
  • How does each campaign element demonstrate that it meets criteria for success?
  • Are the choices of campaign elements appropriate for each audience?
  • Are proof points clearly delineated for each element meeting the stated measures of success?

Effective Use of Each Medium

  • Does each campaign vehicle demonstrate clear messaging, design, and audience appeal?
  • How do the vehicles chosen work together to strengthen the goals and objectives and demonstrate success?
  • Is each medium was chosen appropriate?

Overall Content

  • Does each campaign component demonstrate, clear writing, ease of use, excellence in photography, and design?
  • Do components, when applicable, provide the opportunity for engagement and feedback?
  • Is the information presented useful and valuable to the target audience?

Media/Public Relations Campaign

Recognizes an outstanding overall media/public relations campaign designed around the association, or one of its initiatives, programs, products/services, special events, or issues. Campaign elements may include media advisories, press releases, pitch letters/emails, bytes and b-roll packages, VNRs, satellite media tours, fact sheets, backgrounders, and other supporting materials. Examples of resulting media coverage/clips required.

Creativity

  • Does the material remind you of similar presentations/releases/PR pieces that you’ve read before?
  • What is unusual, if anything, about the text, layout, or other elements?
  • Would this material have been different in tone, substance, or layout five years ago? Why or why not?

Design/Layout

  • Does the overall piece(s) appear to be effective in reaching its target audience?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?
  • What do you think about the use of color?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Overall Content

  • Is the writing free of typos and other mistakes?
  • Has the author(s) presented the facts in a straightforward manner or does the level of detail overwhelm the reader?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

Writing Style/Quality

  • Did the author(s) use a writing style appropriate for the target audience?
  • Was the prose/style compelling?
  • Was the prose/style provocative?

Members Retention Campaign

Recognizes an outstanding membership retention campaign designed to encourage the readers continued participation with the association as a member. The piece may be focused on general information around the association, or one of its initiatives, programs, products/services, special events, or issues.

Creativity

  • Does the material stand out as unique or innovative?
  • What is creative, if anything, about the text, layout, or other elements?
  • Would this material have been different in tone, substance, or layout five years ago? Why or why not?

Design/Layout

  • Does the overall piece(s) appear to be effective in reaching its target audience?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?
  • What do you think about the use of color and imagery?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Overall Content

  • Is the writing free of typos and other mistakes?
  • Is the writing clear and concise?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

Membership Recruitment Campaign

Recognizes an outstanding membership recruitment campaign designed to encourage the reader to take action and join and/or participate with the association as a member. The piece may be focused on general information around the association, or one of its initiatives, programs, products/services, special events, or issues. 

Creativity

  • Does the material stand out as unique or special?
  • What is creative, if anything, about the text, layout, or other elements?
  • Would this material have been different in tone, substance, or layout five years ago? Why or why not?

Design/Layout

  • Does the overall piece(s) appear to be effective in reaching its target audience?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?
  • What do you think about the use of color and imagery?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Overall Content

  • Is the writing free of typos and other mistakes?
  • Is the writing clear and concise?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

New Member Orientation Campaign

Recognizes an outstanding campaign designed to welcome new members to the organization and encourage participation in the first year of their membership. The piece may be focused on general information around the association, or one of its initiatives, programs, products/services, special events or issues, all with the intent of getting this new member engaged.

Creativity

  • Does the material stand out as unique or special?
  • What is creative, if anything, about the text, layout, or other elements?
  • Would this material have been different in tone, substance, or layout five years ago? Why or why not?

Design/Layout

  • Does the overall piece(s) appear to be effective in reaching its target audience?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?
  • What do you think about the use of color and imagery?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Overall Content

  • Is the writing free of typos and other mistakes?
  • Is the writing clear and concise?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

New Product/Service Launch Campaign

Recognizes the best new product/service launch campaign. The key elements in judging are effectively demonstrating strategy, execution, results, call to action and the role of creative. All entries should be accompanied with all creative components of the campaign and meet the criteria below.

Clarity:

  • Is the writing free of typos and other mistakes?
  • Does the material articulate an easily understood point of view?
  • Is the material presented in each vehicle relevant for the intended target audience?
  • Is the call to action clear?

Conciseness:

  • Does the level of detail overwhelm the viewer?
  • Is there unnecessary verbiage that you feel distracts from the message?

Creativity:

  • Is the material innovative in design and messaging?
  • Does the vehicle creatively integrate the campaign’s key messaging?

Design:

  • Does the overall material appear to be effective in reaching its target audience?
  • Is the design/graphic easy to follow/understand?
  • What is innovative or atypical about the design/graphic elements?

Effectiveness (Statement of Objective):

  • Are the campaign goals, objectives, tactics and measures of success clearly defined?
  • How does the campaign element demonstrate that it meets criteria for success?
  • Are the choices of campaign elements appropriate for each audience?

Overall Content:

  • Does the campaign component demonstrate, clear writing, ease of use, opportunity for engagement, and clear call to action to the campaign goals?

Print Magazine

Recognizes an outstandingprint magazine produced by an association for its members. The magazine should show excellence in journalism and show broad coverage of issues relevant to the association’s membership. It must be published at least two times a year. Your entry must include two consecutive issues, in the original format intended for end readers.


Creativity

  • Does the material remind you of similar presentations that you’ve read before?
  • What is unusual, if anything, about the text, layout, or other elements?
  • Would this material have been different in tone, substance, or layout five years ago? Why or why not?

Design/Layout

  • Does the overall piece appear to be effective in reaching its target audience?
  • Is the cover compelling and inviting?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?
  • Do the photos, illustrations, and/or graphics add interest to the piece?

Overall Content

  • Is the writing clear and concise?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

Writing Style/Quality

  • Is the writing free of typos and other mistakes?
  • Did the author(s) use a writing style appropriate for the target audience?
  • Was the prose/style compelling?
  • Are conclusions sustained by the discussion and arguments preceding them?
  • Is the material appropriate to the target audience?

Print Newsletter

Recognizes an outstanding print newsletter targeted to an association’s membership. The newsletter should be published at least three times a year. Entry must include two consecutive issues printed in 2013 and submitted in the original format intended for end users.

Clarity

  • Does the material articulate an easily understood point of view?
  • If relevant, are alternative interpretations presented?
  • Are conclusions sustained by the discussion and arguments preceding them?
  • Is there any unnecessary verbiage that you feel detracts from the message of the story?
  • Is the material appropriate to the target audience?

Creativity

  • Does the material remind you of similar presentations that you’ve read before?
  • What is unusual, if anything, about the text, layout, or other elements?
  • Would this material have been different in tone, substance, or layout five years ago? Why or why not?

Design/Layout

  • Does the overall piece appear to be effective in reaching its target audience?
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?
  • What is innovative or atypical about the design/layout elements?
  • What do you think about the use of color?
  • Do the photos, illustrations, and/or graphics work well with and complement the text in the piece?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Overall Content

  • Did the author(s) use a writing style appropriate for the target audience?
  • Was the prose/style compelling?
  • Was the prose/style provocative?
  • Is the writing free of typos and other mistakes?
  • Is the writing clear and concise?
  • Does the text and design work well together to communicate a consistent message?
  • Is the information presented useful and valuable to the target audience?
  • Is the information presented in an interesting, compelling way?

Re-branding Campaign

Recognizes the best Re-Branding Campaign. Far from just a visual identity change, it should be the creation of a new name, symbol, design or a combination thereof. This is aimed to repositioning the brand to communicate a new message for the association. All entries should be accompanied with pertinent creative multichannel program components.

Clarity:

  • Is the writing free of typos and other mistakes?
  • Does the material articulate the brand?
  • Is the material appropriate for the target audience?

Conciseness:

  • Does the level of detail overwhelm the viewer?
  • Is there unnecessary verbiage that you feel distracts from the message?

Creativity:

  • Is the material innovative in design and messaging?
  • Does the material remind you of similar brands that you have seen before?
  • What is unusual, if anything about the graphics, color or other elements?
  • Would this material have been different in tone, substance, or graphics five years ago? Why or why not?

Design:

  • Does the overall material appear to be effective in reaching its target audience?
  • Do you find the design/graphic/color aesthetically pleasing? Why or why not?
  • Is the design/graphic easy to follow/understand?
  • What is innovative or atypical about the design/graphic elements?

Effectiveness (Statement of Objective):

  • Are the brand goals, objectives, and measure of success clearly defined?
  • How is the brand positioned in the marketplace (the benefit it provides to members/consumers, and the advantages it has over its competition)?
  • How well was the brand name linked to symbols?
  • What marketing/advertising channels were used (concentrated use of brand name)?
  • How well was the emotional association with the brand made through the brand personality spokesperson/inanimate object)?
  • Was a tag line developed that expands on the logo concept to further describe the brand?
  • Was a style guide developed?

Overall Content:

  • Has the brand clearly demonstrated how its components work together to archive its stated goal and has every key audience, either internal or external been addressed?
  • How did the creative contribute?

Video

Recognizes an outstanding original promotional or informative video produced by an association. Associations are increasingly using video to provide online content, promote a product, service, or event, and educate members and prospective members about the value provided by their organizations. Video recordings of live events, such as sessions at association meetings, are not appropriate for this category. Generally speaking, entries should be in the range of three to five minutes in length, though shorter or longer entries will certainly be considered.

Clarity

  • Does the video articulate an easily understood point of view or call to action?
  • Does the video present the information or call to action in a straightforward manner or does the level of detail overwhelm the viewer?
  • Is the conclusion clear and unambiguous?
  • Are there any unnecessary words or images that detract from the message of the video?

Creativity

  • What is unusual or innovative, if anything, about the overall concept?
  • What is innovative or unusual about specific elements of the video?
  • Was the video style compelling, engaging, provocative, or inspiring?
  • Did you want to watch the entire video?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the video furthered the stated goals and objectives?
  • What elements of the video did not meet the stated goals and objectives?
  • Did the video ultimately fulfill the criteria for success?

Overall Content

  • Is the video clear and concise?
  • Does the audio work well with the imagery to communicate a consistent message?
  • Is the video useful/entertaining to the target audience?
  • (note: covered under creativity)Is the video free of mistakes?
  • Do you think viewers will share this video?

Production

  • Did the producer use a style appropriate for the target audience?
  • Does the editing have smooth transitions?
  • Is the video an appropriate length?
  • Are the graphics or other imagery of high quality?
  • Is the audio clear and at an appropriate volume throughout the video?

Website

Recognizes an outstanding association/nonprofit organization’s overall Web site targeted at the public, the association’s membership or other stakeholder group(s). This category includes associations’ general websites, issue specific sites, public education/campaign sites, policy related sites, or any other website created by the association for a specific purpose. Websites must have been active during the 2013 calendar year.

Creativity

  • Is the material outdated or is it 21st century?
  • What is unusual, if anything, about the text, layout, or other elements?
  • If rotating images were used, were they distracting? Somewhat distracting? Or just right?

Design/Layout

  • Does the overall piece(s) appear to be effective in reaching its target audience?
  • Was the design based upon “Best Practices?”
  • Do you find the design/layout aesthetically pleasing? Why or why not?
  • Is the design/layout easy to follow/understand?

Ease of Use

  • Is the design “clean”?Is the design too busy?
  • Three clicks rule: Could you find everything you needed with three clicks of your mouse? If not, how many clicks did it take?
  • Were there some things that you could not find? Did you encounter any difficulties moving around the site.
  • Did you use the search feature? Did it help you find what you needed?
  • Did you use the help feature (if applicable)? Was it useful?
  • Are navigation buttons easy to use? Is the site structured in a logical, user-friendly way? Do all the links on the Web site/microsite work?
  • Does the technology used (Java, Frames, Flash, etc.) add to the overall quality and navigation of the site?

Effectiveness (Statement of Objectives)

  • Were the criteria for success clearly defined?
  • What elements of the material furthered the stated goals and objectives?
  • What elements of the material did not meet the stated goals and objectives?
  • Did some of the material work at cross purposes to each other?

Effective Use of Medium

  • Was the design done so it can be read on smart phones, iPads?
  • Is the content of the site adapted for an on-line environment?
  • Is the text written for a Web site/micro-site, with, for example, embedded links?
  • Does the design facilitate the use of the information presented?

 

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