STRATEGIC STARS
in association with VisitScotland

• Customer Insight
• New Brand or Business
• Brand Development
• Customer Relationship Marketing
• E-commerce
• Marketing Capabilities, Teamwork and Employee Engagement
• Marketing for Sustainable Consumption
• Cause Related Marketing
• Not for Profit and Social Marketing
• SME Marketing Star

Customer Insight

Eligibility dates: 1 Jan 2008 – 31 Dec 2009

Awarded for the best use of research or database development to provide information on consumer behaviour that has resulted in measurable improvements in brand performance. This may include research for new product development. The judges will evaluate:

• Rigour of the research process
• Discovery of genuine insights
• Creative application of the research
• Change to consumer attitudes
  

New Brand or Business

Eligibility dates: 1 Jan 2007 – 31 Dec 2009

Awarded for evidence of strong commercial success from the creation of a new product or service from an existing brand owner, or from a newly emerging business. The judges will evaluate:

• Customer insight
• The creation of clear brand values
• Effective use of marketing resources
• Evidence of commercial success
  

Brand Development

Eligibility dates: 1 Jan 2007 – 31 Dec 2009

Awarded for the successful development, extension or revitalisation of an existing brand into new markets in the UK or internationally or marketing activity that has successfully changed perceptions with commercial benefit. The judges will evaluate:

• Research and customer insight
• Incremental sales/market share trends
• Effective use of marketing resources
• Evidence of commercial success
  

Customer Relationship Marketing

Eligibility dates: 1 Jan 2007 – 31 Dec 2009

Entrants will provide evidence of improved customer retention levels and/or increased revenue per customer and /or improved customer satisfaction levels as a result of new products, services, pricing or communications. The judges will evaluate:

• Understanding of customer life time value
• Superior customer segmentation
• Original thinking to increase customer revenues
• Return on expenditure

E-commerce

Organisations that transact solely or in part online will provide evidence of improved commercial performance online. The judges will evaluate:

• Analysis and creative problem solving
  
• Rising sales and market share trends
  
• Effective use of marketing resources
  
• Evidence of commercial success
  

Marketing Capabilities, Teamwork and Employee Engagement

Eligibility dates: 1 Jan 2007 – 31 Dec 2009

Entrants should demonstrate the investment in research, training and communications to build motivation and performance of individuals, teams or the company as a whole . The judges will be looking for a positive effect on employee attitudes and business performance. They will evaluate:

• Understanding of development needs through employee research
• Successful internal communication of brand values
• Evidence of improved employee engagement, ,performance and motivation
• Ongoing training, development or project results
  

Marketing for Sustainable Consumption

Eligibility dates: 1 Jan 2008 – 31 Dec 2009

The Society is keen to encourage all its members to take an active role in shaping the corporate social responsibility and “green” agendas of their companies. Entrants are expected to demonstrate the positive effect that their actions are having on society and/or the environment, and how that effect has met their own organisational goals. The judges will expect to see submissions that range in type and scale but in all instances will be looking for:

• Improvement to the sustainability of the products or processes of the business
• Changes in consumer attitudes or behaviour
• Sustainable benefits to society or the environment
• Sustainable benefits to the brand or company
  

Cause Related Marketing

Eligibility dates: 1 Jan 2008 – 31 Dec 2009

Marketing campaigns from a partnership between a business and a charity or cause, which have delivered tangible and mutual benefits to both parties. The judges will be looking for evidence of how these campaigns have performed overall, and how they are integrated with broader marketing objectives. The judges will evaluate:

• Brand fit with charity partner or cause
• Staff ‘buy-in’
• Value delivered to the business
• Benefits to the cause
  

Not for Profit and Social Marketing

Eligibility dates: 1 Jan 2008 – 31 Dec 2009
(Reduced entry rate of £100 + VAT)

Marketing campaigns from a not-for-profit or public sector organisation, which have delivered a tangible and lasting effect. The judges will evaluate:

• Value delivered to the not for profit organisation or social marketing campaign
• Changes of public perception
• Return on marketing expenditure
• Lasting effect

SME Marketing Star

Small organisations are encouraged to enter any category but a special award will be made for the best case submitted by a SME. Our definition of an SME is an organisation with fewer than 250 employees and a turnover of less than £25million The criteria will again be the same as for each of the individual categories.