PRWeek Student of the Year Entry Kit


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Enter to win $5,000 dollars and an internship at H&K!

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PRWeek Student of the Year Entry Kit

  1. 1. student of the year Sponsored by Entry Kit 2011
  2. 2. PRWEEKUS.COM/SOTY 1 Sponsored by Hill & Knowlton student of the year TThhee PPRRWWeeeekk SSttuuddeenntt ooff tthhee YYeeaarr AAwwaarrdd TThhee aassssiiggnnmmeenntt aanndd cchhaalllleennggee OOffffiicciiaall rruulleess 22 33 44 Contents My campaign My strategy My creativity My win! Natasha Ratliff 2009 Winner
  3. 3. WWhhaatt ccaann II wwiinn?? The winner will receive a gener- ous $5,000 cash prize, a paid internship with the award spon- sor, Hill & Knowlton, and a paid trip to the annual PRWeek Awards in New York in March 2011. One runner-up may receive a $1,000 cash prize and a paid internship with Hill & Knowlton. Also, up to five shortlisted students will receive a paid trip to New York for the final day of the Student of the Year judging. The top two finalists will receive a trip to the PRWeek Awards. FFAAQQss:: WWhhaatt ddoo II hhaavvee ttoo ddoo?? You must devise and write a new campaign for a real client. You will need to use your creativity and ability to think strategically and analytically to create a campaign that ensures the client achieves its desired objective. Shortlisted contestants will be flown to New York in January 2011 for a final day of judging, including a live pitch to the client and the media. Finalists will also have the chance to handle a fictional crisis scenario. WWhhaatt iiss tthhee ddeeaaddlliinnee?? The entry deadline is December 10, 2010. WWhhoo ccaann eenntteerr?? Whether a major in media or math, communications, or chemistry, anyone can enter as long as he or she was enrolled as an undergraduate student at a US college or university between December 14, 2009, and December 14, 2010. PRWEEKUS.COM/SOTY 2 Sponsored by Hill & Knowlton student of the year Do you have what it takes to be PRWeek’s Student of the Year? Test your PR and communications skills by entering our contest, sponsored by Hill & Knowlton. You could win $5,000 and a paid internship at one of the world’s largest PR firms – not to mention the honor of being the PRWeek Student of the Year 2011. Sean Whelan 2010 Winner
  4. 4. Background on SanDisk SanDisk Corporation is an S&P 500 company and the global leader in flash memory cards–from research, manufacturing, and product design to con- sumer branding and retail distribution. SanDisk's product portfolio includes flash memory cards for mobile phones, digital cameras, and camcorders; dig- ital audio/video players; USB flash drives for con- sumer and enterprise; embedded memory for mobile devices; and solid state drives for computers. The challenge In 2010, SanDisk launched a professional photogra- phy contest on the SanDisk Extreme Team Facebook page. Participants were asked to submit photos in four different categories: nature, wedding/events, action, and fashion. Fans of the Facebook page were able to vote for their favorites while a panel of pro- fessional photographers from the SanDisk Extreme Team reviewed the quarterfinalists and selected the contest winners. The campaign was an enormous suc- cess, garnering thousands of entries and building awareness for SanDisk imaging cards. SanDisk has a reputation amongst professional photographers, but how can they reach a different audience? The assignment SanDisk wants to find a way to reach college students with the message that their college memories would be best captured using the company’s best-in-class imaging cards. Design a campaign that will drive awareness of SanDisk’s superior technology in a fun and creative way, using social media and more tradi- tional PR strategies. The target audience should be encouraged to try SanDisk memory cards for them- selves and to share their experiences with others via a range of channels. Your campaign should have no more than three sepa- rate components. For example, the campaign may include a social and traditional media relations compo- nent, an event, and a competition. The written entry should include the following components: objectives, research and planning, audience, execution and tactics, strategy, and evaluation/measurement of success. Questions? Please contact Eva Chan for more information. Phone: 646.638.6059 E-mail: PRWEEKUS.COM/SOTY 3 Sponsored by Hill & Knowlton student of the year
  5. 5. By submitting your entry for the PRWeek Student of the Year Award, you agree to the rules and regulations listed below. OOffffiicciiaall rruulleess • Written entry must be no longer than 10 pages. Pitch letters and press release are in addition to this count. • Entries should be typed and in 12-point Times New Roman with one-inch margins all around. • Entries must be from undergraduate students enrolled at a US college or university. • Entries MUST be submitted online as a PDF or Word document at • Entries must be written in English. • Entries must be submitted online by Friday, December 10, 2010 at 11:59pm ET. Entries which are not submitted online will not be accepted. • Support materials are not accepted. • PRWeek and Hill & Knowlton reserve the right to disqualify any entry deemed unsuitable for any reason, not limited to, but including: failure to meet any of the previously stated rules; plagiarism or non-attributed use of copyrighted material or images; excessive use of profanity, nudity, or violence; or any content that advo- cates and supports racial, cultural, religious, or gender bias. • Five students will be selected for a final round of judging in January 2011. • Up to five finalists will receive travel to New York for the judging, including airfare and standard hotel room expenses, which will be paid for by the sponsor. Meals will be provided during the final judging session. • The top two finalists will receive travel to New York for the PRWeek Awards in March 2011, including airfare and standard hotel room expenses to be paid for by the sponsor. • The winner of the Student of the Year Award will receive $5,000 and an internship with Hill & Knowlton (for a period of time to be determined). • One runner-up for the Student of the Year Award may receive $1,000 and an internship with Hill & Knowlton (for a period of time to be determined). • The winning students agree to permit their likenesses to be used by Hill & Knowlton and/or Haymarket Media Inc. for advertising or promotion. • The judges of the Student of the Year contest will include representatives from Hill & Knowlton, PRWeek, and the featured client, SanDisk. • The criteria for judging include creativity, presentation, writing ability, understanding of PR principles and strategy, and oral presentation skills (in final round). • All entry materials become the property of the sponsoring organizations and will not be returned. • Immediate family members of employees of Hill & Knowlton or Haymarket Media Inc. (PRWeek) are not eligible to enter. PRWEEKUS.COM/SOTY 4 Sponsored by Hill & Knowlton student of the year Sponsored by