Excellence in Marketing
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Category Definition & Guidelines
To assist you with this application the judges have provided some guidelines.
When providing your answers, the “For Example”/guidelines we have suggested for each question are not intended to be exhaustive. They are designed as examples and prompts to help you understand the judges’ requirements. It is important that where you state that you have evidence in support of the specific question you are answering, you need to provide that evidence – usually, a generic brochure or company overview is not sufficient.
HMA is interested in seeing initiatives that have been identified, driven, and resolved within our region
(Hunter, Central Coast, Mid North Coast).
Download a category information guide here.
Additional Information
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Focus of the category
The HMA Excellence in Marketing Award recognises businesses that have demonstrated strong achievements in the field of marketing.
The initiative that forms the basis of the application may be a specific campaign or a broader marketing strategy. Whichever is chosen, it will need to demonstrate a clear, strategic approach and effective methodology in its development and execution.
Each of the listed criteria must be addressed, where relevant, and evidence should be provided in support of information presented.
Photographs, drawings, presentations (in any technological form) etc., may be included as an attachment to the online application form—please label them clearly, including a reference to the particular category that the file supports.
Please address the following criteria and restrict the content of each response to 300 words or less.
Note - Applicants may find that their application into this category may also be a 'fit' for another category, such as Manufacturer of the Year, etc.
By adapting the information to fit the criteria of other categories you give yourself the opportunity for your product, process, etc. to be profiled in more than one sector.
Judging criteria & Values
Question 1:
Overview: Tell the Story
Judging Criteria
- What drove the need for this marketing initiative?
- Was it a response to market changes, growth goals, industry diversification, talent attraction, or something else?
- Who was involved? How long did it take?
- What research, insights, or customer feedback informed your strategy?
- What did you learn during development?
Value:
10/100
Question 2:
Objectives: What were you aiming to achieve?
Judging Criteria
- What business goals did this marketing activity support?
(e.g., building brand awareness, attracting new markets, entering export markets, recruiting staff, improving customer experience)
- What specific outcomes were you targeting?
Value:
15/100
Question 3:
Execution: How did you bring it to life?
Judging Criteria
- Outline the key elements of your campaign or strategy.
- Include any relevant tools, channels or platforms used (e.g., CRM, website, video, email automation, LinkedIn, brochures, trade events).
- Were digital channels, content marketing, AI tools, or marketing automation part of the execution?
- How did you ensure alignment across internal teams, sales, or customer service?
Value:
20/100
Question 4:
Outcomes: What did you achieve?
Judging Criteria
- Provide measurable results (quantitative and/or qualitative).
- Examples may include:
- Increased sales or enquiries
- Website or social media engagement
- Lead generation
- Industry media coverage
- Partnerships formed
- Improved customer satisfaction or recruitment outcomes
- How did this impact the business overall?
Value:
10/100
Question 5:
Value for Money: Was it worth it?
Judging Criteria
- Briefly outline the budget and resources invested.
- What return on investment (ROI) did it deliver—financially, reputationally, or strategically?
- If it was a low-cost or internal-led effort, how was impact maximised?
Value:
10/100
Question 6:
Learnings: What's Next?
Judging Criteria
- What did you learn from this experience?
- How are you applying those insights to future marketing efforts?
- Has this shifted your strategy, brand positioning, or market focus?
Value:
10/100
Question 7:
Strategic Differentiation or Innovation
Judging Criteria
- What made this campaign or strategy unique or bold for your business?
- Did it involve an emerging technology (e.g., AI, data analytics), a new target market, or a shift in brand voice or positioning?
Value:
10/100
Application Guide & tips
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