This document outlines Team Chromatic's plan book for a Pictures of the Year International (POYi) advertising campaign. It includes sections on secondary research, primary research conducted through a survey of 110 photographers, defining the target audience, campaign strategy, media plan, budget, and measurements. The executive summary states the goal is to brand POYi as the premiere photojournalism contest that makes great photographers famous through leveraging the target audience's engagement with social media and positioning POYi as a way for photographers to make their stories known.

1. TEAM CHROMATIC PLAN BOOK
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2. 2 3
This document was produced by AdZou at the Missouri School of Journalism. The contents are
the property of POYi. All information is confidential and proprietary and shall not be modified,
reproduced, distributed or used for any purpose without prior written consent of POYi.
© Team Chromatic; April 27, 2015.
Table of Contents
EXECUTIVE SUMMARY
SECONDARY RESEARCH
PRIMARY RESEARCH
TARGET AUDIENCE
CAMPAIGN STRATEGY
MEDIA PLAN
BUDGET
MEASUREMENTS
MEET TEAM CHROMATIC
APPENDIX
5
9
23
35
43
53
77
81
91
95
TEAM
CHROMATICCover Photo by: Cameron Spencer
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3. EXECUTIVE SUMMARYPhoto by: Joel Sartore
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4. 6 7
Through our primary and secondary research findings, we found two
underlying trends of photojournalist’s attitudes toward the Pictures of the
Year International competition.
ONE: Photographers enter into the contest majorly in hopes that they will
gain recognition for their work. In a primary research survey taken by 110
professional photojournalists, 66% stated the most important factor they
considered when entering POYi was to gain professional recognition.
TWO: Our target craves an online community to interact with his peers. From
our secondary research, we found that POYi “has a need for a strategic
communication plan centered around communicating the story and goals
of the competition, highlighting the accomplishments of the award-winning
photographers and building a community.”
Executive Summary OUR GOAL: brand POYi as the
premiere photojournalism contest
in the world that makes great
photographers famous. To execute
this goal, we decided upon
leveraging our target, 25-30 year-old
white males’ frequent engagement
with brands they love on social
media. To position POYi as the
method to make photographer’s
stories known, we will use Facebook,
Twitter and Instagram as an online
community where professional
photographers can engage with
the brand and follow their peers’
accomplishments. We will also
leverage traditional media tactics
in the form of posters and digital
postcards to extol past winning
photographer’s work on a public
platform.
Photo by: David Chancellor
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5. SECONDARY RESEARCHPhoto by: Donald Miralle Jr.
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6. 10 11
Pictures of the Year International was originally created to pay tribute to
those press photographers and newspapers which, despite tremendous
wartime difficulties, were making an impact on the way people view
humanity. They now aim to provide an opportunity for photographers of the
world to meet in competition and to compile and preserve a collection of the
best in current, home-front press photos.
POYi began as a photo contest in the spring of 1944 in Columbia, Missouri
when the Missouri School of Journalism sponsored its “First Annual Fifty-
Print Exhibition” contest. POYi is now known as the leading professional non-
profit photojournalism competition.
Our team has ascertained that POYi’s marketing and promotional strategies
prove somewhat lacking, especially because POYi has established itself as
the industry leader in the professional photojournalism sphere. Currently,
POYi spends its entire $5,000 budget for a one month ad on pdnonline.com,
from mid-December to mid-January. The brand is also active on its Facebook
page and has created short micro-videos promoting the contest and open
judging.
Company
Facebook: 8,279 likes
Twitter: 3,360 followers
Vimeo: 129 followers
PICTURES OF THE YEAR INTERNATIONAL IS THE OLDEST
AND MOST PRESTIGIOUS PHOTOJOURNALISM PROGRAM
PRODUCING THE BEST DOCUMENTARY PHOTOGRAPHY
IN THE WORLD.THIS COMPETITION PROVIDES US WITH
A VISUAL PORTRAYAL OF SOCIETY AND FOSTERS AN
UNDERSTANDING OF THE ISSUES FACING OUR CIVILIZATION.
PHOTOJOURNALISTS DOCUMENT THE NEWS EVENTS,
SOCIAL ISSUES,AND CULTURAL TRENDS THAT CAPTURE OUR
INTEREST. POYi RECOGNIZES THEIR ENDURING IMAGES AND
SETS THE GOLD STANDARD FOR EXCELLENCE.
“
”— Museum of Photographic Arts
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7. 12 13
Income
ALTHOUGH POYI IS A NONPROFIT BUSINESS, IT HAS FOUR MAIN SOURCES
OF MONETARY INCOME:
• ENTRY FEES: These are currently $50, with an additional charge if
entering a Premiere Category.
• THE REYNOLDS JOURNALISM FOUNDATION: It funds educational
workshops and special exhibitions. It also pays for the shipping of
winning prints to and from exhibitions around the country.
• THE ANNENBERG FOUNDATION: This organization covers the cost of
producing the POYi exhibit at the Annenberg Space for Photography. This
partnership is subject to renewal each year.
• OCCASIONAL PRIVATE CONTRIBUTIONS: This is a very small percentage
of the total income. According to Dees and Anderson (2003), “Donors
should be attracted to the possibility of their dollars having greater social
impact when combined with the revenues earned from income activities.”
According to our research, the value of an award from POYi has decreased in
recent years, in part due to the poor budget. However, some of the perks of
an award include community awareness, additional work and job promotions.
SOCIAL MEDIA STATS
POYI
8,345 likes
1.25 posts/week
36 likes/post
3,953 followers
3 Tweets/week
1/Retweet/post
N/A
N/A
N/A
WORLD PRESS
PHOTO
193,993 likes
5.25 posts/week
131 likes/post
131,000 followers
53.5 Tweets/week
6 retweets/post
4,127 followers
9 Posts/week
70 favorites/post
NPPA BOP
8,855 likes
7.5 posts/week
23 likes/post
31,400 followers
12.25 Tweets/week
8 retweets/post
N/A
N/A
N/A
IPA - THE LUCIE
AWARDS
29,693 likes
0.25 posts/week
10 likes/post
533 likes
Inactive since 11/14
2 retweets/post
N/A
N/A
N/A
ATLANTA PJ
SEMINAR
1,417 likes
0.25 post/week
3 likes/post
666 followers
1 Tweet/week
1 retweet/post
306 followers
Inactive since 11/14
8 favorites/post
FACEBOOK
POSTS/WEEK
LIKES/POST
TWITTER
AVE. TWEETS/WK
RETWEETS/POST
INSTAGRAM
POSTS/WEEK
FAVORITES/POST
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8. 14 15
Based on our secondary research findings, the POYi consumer is broken
down into three categories. Content providers are the photographers who
submit their work to the competition. Content consumers are divided into
two separate groups: photography enthusiasts and students/researchers. For
the purpose of our analysis, we will primarily be focusing on photographers.
Photographers’ lifestyles aren’t exactly glorious. They work long hours in
tough conditions, they are underpaid and the job market remains uncertain.
In regards to the consumers’ relationship with POYi, they have predominantly
submitted to the contest more than once. The current market is made up of
staff, agency and freelance professional photographers.
In our secondary research, we concluded that the main reason
photographers enter the annual POYi competition was to gain professional
recognition for their work. We also discovered a desire to establish
connectivity with other freelance journalists to help them workshop with
one another to create friendships and advance their careers. The journalism
industry’s current perception of the POYi competition is mainly positive, with
an overall high regard toward the POYi historical archives that showcase the
competition’s experienced and traditional background.
To gather previous information
about the entrants of POYi, we
looked at the graduate project
entitled, “Pictures of the Year
International: strategies for
generating earned income” by
James A. Maritz, IV published in
2010. Most photographers in these
secondary findings stated their
high-involvement with the contest,
despite the fact that most had
entered into other competitions.
Photographers provided several
suggestions that would strengthen
POYi. They suggested including a
potential partnership with NPR and
that POYi continues to add diversity
to the judging panel. Multiple
consumers showed interest in the
idea of a professional lecture series
that would provide educational reach
to the entire field of professional
photographers while simultaneously
promoting POYi throughout the year.
Consumer WHEN I’M TAKING PHOTOS, THE
MOMENT IS KEY. HAVE I SEEN A
PHOTO THAT LOOKS EXACTLY LIKE
THIS? I WANT TO DO IT BETTER, I
WANT TO BEAT THEM. LET’S TRY TO
GET IT FROM A DIFFERENT ANGLE.
EVERYONE HAS A STORY AND I WANT
TO TELL IT IN THE MOST CREATIVE
WAY POSSIBLE.
“
”— Consumer Insight
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9. 16 17
WORLD PRESS PHOTO
Began in 1960.
Executive board and an advisory board. 25
full time staff members.
Free
First prize in all categories is €1500. Overall
World Press Photo of the year: €10000 and
Canon donates a DSLR camera and lens
set to the winner.
All prize-winning photos go on exhibition
tour in 100 cities, 45 countries. Also
included in annual yearbook, distributed in
seven different languages.
9 categories
Jury operates independently and a
secretary who has no vote safeguards fair
and balanced judging system
Joop Swart Masterclass,
Dutch Postcode Lottery,
Canon & others.
World Press Photo Exhibit,
Joop Swart Masterclass,
Educational Programs,
Publishing
Facebook & Twitter
NPPA BEST OF PHOTOJOURNALISM
NPPA founded in 1947
8 Committee members
Free
1st Place Winners receive a plaque.
Honorable mentions receive
a certificate. No cash prizes.
n/a
90 categories
About 50 working professional judges
around the world will be used a "direct-to-
judges" system.
Poynter, Ibibli, Camera Bits, Ohio University,
St.Petersburg Times
Discussion boards, Job Bank, Workshops,
Seminars, Mentoring program, Business
practice information
Facebook, Twitter, Vimeo & LinkedIn
IPAS (THE LUCIE AWARDS)
Records online dating back to 2003
7 members on its full time staff
$35, $60, $25 (Single, Series, ADD’L)
Lucie Statue, $10,000 cash prize, work
exhibited, two tickets to the Lucie Awards,
published in the IPA Annual and newsletter to
over 50,000 IPA members.
n/a
11 categories
The IPA invites creatives and photography
experts to view and select the most
innovative photographs; new jury each year .
Award Sponsor, Corporate Partners,
Association Partners
Annual IPA Book: $80
Facebook, Twitter, Vimeo & Flickr
ATLANTAPHOTOJOURNALISMSEMINAR
Founded in 1973
15 for 2014
$45 per photographer or multimedia team
$100 - $1,000
n/a
16 categories
Contest judges consist of seminar faculty
members, open elimination rounds and
closed portfolio judging.
Nikon, Canon, Associated Press, Grady
College, USA Today Sports, NPPA, Manfrotto,
thinkTank photo, ZUMA Press, VisCom
n/a
Facebook, Twitter, Vimeo& Instagram
POYI
Began in 1944
One full time director, five to six part time
coordinators, and a ten person advisory board
$50 one-time entry fee; $50 premier categories
Best of journalist: $1000 grant, Crystal
Plague
2014 exhibit at Newseum in DC, 2013
exhibit at MOPA in San Diego, 2012 exhibit
in Chicago, 2011 exhibit at Newseum in
DC.
44 categories
High standard judges, open forum judging
style almost like an “event”
RJI, Nikon Professional services,
Millers professional imaging, Annenberg
Foundation, PhotoPhilanthropy
Annenberg Exhibition,
Emerging Vision Incentive
Facebook, Twitter & Vimeo
HISTORY
STAFF
ENTRY FEE
PRIZES
EXHIBITIONS
CATEGORIES
JUDGING
SPONSORS
SUPPORTING ACTIVITIES
SOCIAL MEDIA
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10. 18 19
The internal characteristics of POYi that gives it an advantage over its
competitors:
• Online, live judging which allows for complete transparency
• Conducted in an educational setting for educational motives
• POYi extensive archives that date back to 1943 - 40,000 winning images
• Exhibitions in US and internationally that continue to grow at a rapid pace
• Exhibitions allow for tons of visual exposure for photographers and their
organization
• Strong judges from credible news and media organizations who
physically sit down and study all entries
• POYi is affiliated with the Missouri School of Journalism, a prestigious
and well-known journalism institution
• POYi does not own the copyrights to the photos, but does own the right
to reproduce them solely for promotional and educational purposes
• The use of Adobe Connect and the live chatroom creates a portal for
people in the industry to exchange ideas and form a community.
The internal characteristics that place POYi at a disadvantage relative to its
competitors:
• Lack of analytics for advertising, social media and website data
• Low usage of social media
• Low involvement in new categories
• Lack of awareness/advertising in general (brand foundation and focus)
• Lack of sustainable revenue source
Strengths Weaknesses
Elmer Staab — 1943
David Mann
— 1943 239 DAYS
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11. 20 21
The elements in the external environment
that POYi can exploit to its advantage:
• Exhibitions are new and becoming
more popular nationwide
• Provides the opportunity for
photographers to extend reach of
their image
• Can showcase the positive societal
impact/education the winner’s image
creates
• Publication of an annual POYi book
• Sells POYi branded merchandise
• Establishes partnership with
potentials organizations: PPA, NPR,
WPPI, ASMP
• Utilizes social media to position
POYi as an expert in all things
photojournalism and expand the
scope to generate a larger following.
POYi will then be able to create and
curate content in this area.
The elements in our external
environment that could cause trouble
or pose a threat for POYi:
• Cost of entry
• International Photography
Awards (free to enter, biggest
competition)
• World Press Photo
• Lack of awareness from the
general public
Opportunities Threats
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12. PRIMARY RESEARCHPhoto by: Brian Skerry
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13. 24 25
We chose surveys because they were
easy to distribute to the participants
we identified, some of whom are in
geographically unsuitable locations
for personal interviews.
Our team created a survey on
Qualtrics and distributed them to
Pictures of the Year International’s
email roster of about 1,500. Many of
them were outdated and incorrect,
but we received 110 fully completed
surveys to help us find the
information we needed to ensure an
effective advertising campaign.
Planning
STEPS FOR PRIMARY RESEARCH SURVEY:
1. DEVELOP RESEARCH OBJECTIVES
2. WRITE QUESTIONS
3. TEST QUESTIONS
4. SEND OUT SURVEYS
5. SEND OUT REMINDERS
6. CLOSE SURVEY
7. DIGEST RESPONSES
—Team Chromatic Primary Research
45% OF PHOTOGRAPHERS
SURVEYED SAID THAT INCREASING
COMMUNITY AWARENESS OF THE
ISSUES THEY PHOTOGRAPH IS THE
MOST VALUABLE TAKEAWAY FROM
WINNING A POYi AWARD.
“
”
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14. 26 27
WHEN ASKED ABOUT THE ENTRY
PROCESS RESPONDENTS SAID:
• Out of the respondents that
took our survey, 92% submitted
work to Pictures of the Year
International within the last
five years. The median number
of years the photojournalists
submitted is three years and the
average was six years.
• When asked who paid for their
entry fee, 55% of respondents
paid out of pocket, 32% said
their company or agency paid
and 13% said other, with the
main response being that it
mainly depended on the year.
To the right, you can find a chart of
how survey respondents learned
about POYi.
WHEN ASKED ABOUT THEY CHOOSE TO ENTER
RESPONDENTS SAID:
• 66% of people said professional recognition is the
most valuable thing they believe they will take away
from winning. 45% of people said raising awareness
of the issue they photographed was the number two
most important goal in entering. No respondents
said that having their work exhibited was the most
important goal in entering.
• The overall mean values for each category (with
“1” being most valuable): Professional Recognition
1.51, Community Awareness of Subject Matter 2.23,
Job Opportunities 3.42, Work Exhibited 3.76, Prizes
(Monetary) 4.21, Other 5.86.
• On the most important factors that they consider
before entering other photojournalism contests, 95%
consider the contest’s reputation, 64% consider the
entry fee, 36% consider the Judging Criteria, 33%
consider the awards, and 27% the accessibility.
Entry Purpose
92% entered in the last 5 years
Median: 5 Years Average: 6 Years
Number of years entered:
Discovered POYi through:
51%19%
12%
11% POYi Social Media (1%)
Search Engine (3%)Other (4%)
POYi Website
Friends
School Professional Contacts
66% had professional
recognition as the most
valuable part of winning.
66%
1.51
2.23
3.76
4.21
3.42
COMMUNITY
AWARENESS
CONTEST
REPUTATION
ENTRY FEE
JUDGING
CRITERIA
JOB
OPPORTUNITIES
WORK
EXHIBITED
MONETARY
PRIZES
PROFESSIONAL
RECOGNITION
MEAN VALUES FOR EACH CATEGORY
(1 BEING MOST VAULAUBLE)
IMPORANT FACTORS
CONSIDERED WHEN
ENTERING CONTESTS
95% 64% 36%
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15. 28 29
WE ASKED HOW POYI MEASURED
UP AGAINST COMPETITORS:
• And how likely they were to
enter the same photos into other
competitions:
51% said they were “very
likely” to enter their same
photos into another contest
32% said they were “likely” to
enter their same photos in a
different contest
• In 2015, 92% submitted to other
contests (including WPP, NPPA
BOP, IPA, Atlanta PJ Seminar)
• In asking what other PJ contests
they entered, 88% responded
with WPP, 54% with NPPA BOP,
19% with IPA, 14% with the
Atlanta PJ Seminar.
WHEN ASKED ABOUT THE JUDGING PROCESS
RESPONDENTS SAID:
• 65% of respondents said that it is “somewhat important”
or more to be able to watch the Judging online.
• 17% of respondents watch more than 5 hours of
judging, 10% watch 10 hours, while 60% reported
watching at least an hour.
• On a scale of 1-7 asking how satisfied they are with
the judging process (7 being very satisfied), the mean
score was 4.5 with 53% of respondents reporting a 5
or higher.
• 41% of people responded that they had no issues
with the judging process. 17% had an issue with
the final selection of awards, 10% had an issue with
the choice of judges and 12% had an issue with
transparency in regards to the judging process.
• 16% of respondents have attended a judging session
in person; 84% have not.
• 89% of respondents watch judging of categories other
than just the ones to which they submit.
Competitors Judging
92%
88% 54% 19% 14%
PERCENT THAT
SUBMITTED TO OTHER
PHOTOGRAPHY
CONTESTS THIS
YEAR.
OF RESPONDENTSWERE LIKELY ORVERY
LIKELYTO ENTERTHE SAME PHOTOS
WHERE THEY SUBMITTED
WPP NPPA’s
BOP
IPA Atlanta PJ
Seminar
83%
60%
OF RESPONDENTS WATCHED AT LEAST AN HOUR
OF ONLINE JUDGING VIA THE LIVE WEBCASTS.
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16. 30 31
Nearly all of our survey participants
are comfortable with POYi publishing
an annual book of the winning
images. Of the people who weren’t
comfortable, they believed there
were too many winners for a book to
be a plausible idea.
WHEN ASKED TO CHECK ALL THAT
APPLIES TO WHERE THEY WANT
THEIR PHOTOS TO BE DISPLAYED IF
THEY WON:
• 81% said museums/galleries,
69% said online, 68% said open
exhibition spaces, 60% said
universities, 7% said other. Other
respondents said they would like
for their work to be displayed
mainly overseas and in print
publications.
When searching for “Photojournalism Contest” on
Google, POYi is #19 on the list of search results (as
of 4/26/15). When we searched for “photojournalism
contest” on Bing, POYi didn’t show up anywhere on the
first five pages.
TraditionalDisplays Digital and Sodial Media Presence
WHEN WE ASKED OUR RESPONDENTS ABOUT THE
KINDS OF SOCIAL MEDIA THEY USED:
• Over 75% said that they have Facebook, Instagram
and Twitter accounts.
• Since the contest only runs for a few weeks a
year, the social media is quite cyclical and 76% of
respondents said they interact with POYi on social
media less than once a month.
WHEN WE ASKED THE RESPONDENTS IF THEY
INTERACTED WITH POYI ON SOCIAL MEDIA:
• 74% said they “Like” POYi on Facebook
• 45% said they “Follow” POYi on TwitterWHEN ASKED WHAT TERMS RESPONDENTS WOULD USE TO
FIND OTHER CONTESTS LIKE POYI, 93% USED THE WORD
“PHOTO”AND 60% USEDTHEWORD“JOURNALISM.”
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17. 32 33
From the 110 surveys we received,
the majority (39% of entries) were
from freelance photojournalists.
Other photojournalists were mainly
from wire agencies (17%) and
medium newspapers (16%).
Almost three quarters of POYi
entrants are male and a little
over 60% identify themselves as
caucasian. Entries from POYi are
mainly from the United States,
but Italy and China also submit a
significant amount of photos too.
Typically, the majority of entries are in
the Still Photography Division (75%),
but POYi also sees a large amount
of entries coming from the Sports
Division (39%), Premier Division
(28%), Visual Editing (27%) and Best
Publication (5%).
Demographics
WHEN WE ASKED ABOUT WHAT POYI
COULD DO BETTER:
• 39% said Promotion
• 29% said the Award System
• 29% said Other
The “Other” category we gave our
participants the option to write in
their suggestions, with more stable
Webcasts, Better Defined Categories
and an Annual Book being recurring
responses.
Room for Improvement
#1 PROMOTION
#2 AWARD SYSTEM
#2 OTHER
WEBCAST
STABILITY
MORE DEFINITION
TO CATEGORIES
ANNUAL
YEARBOOK
60% OF RESPONDENTS
ANSWEREDAS IDENTFYING
AS CAUCASIAN.
72% OF RESPONDENTS
ANSWEREDAS IDENTFYING
AS MALE, 22% AS FEMALE
AND 6% DIDN’T ANSWER.
60% OF RESPONDENTS
ANSWEREDAS IDENTFYING
AS CAUCASIAN.
72% OF RESPONDENTS
ANSWEREDAS IDENTFYING
AS MALE, 22% AS FEMALE
AND 6% DIDN’T ANSWER.
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18. TARGET AUDIENCEPhoto by: Mark Kelley
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19. 36 37
Target Audience
SO WHO IS THIS GUY?
We named our target the “Social Freelancer.” He is an
Caucasian American male between the ages of 25-34 who
routinely submits his photos to the POYi competition. He
enters this competition as opposed to others because
he feels he can gain professional recognition for himself
and promote the community issues he photographs. He
also chooses POYi based on the brand’s credibility and
reputation. However, he is concerned about the entry fees
the organization imposes upon entrants. He is active on
his own social media, including Facebook, Twitter and
Instagram. He most likely ‘Likes’ POYi on Facebook, but
engages with the brand less than once a month. He is also
unlikely to have ever seen the POYi advertisement. As a
freelancer, he found his passion for photography early on
and competed in contests starting in his youthhood. He
likes the POYi competition but wishes there were more of
a community where he could share his photos and learn
from other professional photographers.
WHY WE CHOOSE HIM
In our survey results, we found that:
• Entry fee was a large point of concern amongst our
photographers. Many cite the fact that not only do
other similar competitions have no entry fee, but they
also provide monetary prizes and tickets to award
ceremonies. In addition, many survey respondents
said that the entry fee was a major part of their
decision regarding which contest to enter.
• He rarely engages with POYi. We speculate this is
because there is not much activity on POYi’s social
media platforms in the off-season.
• One respondent even cited that he first heard about
POYi through another photographer’s Instagram
account.
• Social Freelancer is detail-oriented and tuned in to
current events and the world around him.
I PERSONALLY POST PHOTOS AND
WORK TO SOCIAL MEDIA TO SHOW MY
PHOTOS ON MULTIPLE PLATFORMS. FOR
SOME THINGS I ABSOLUTELY POST FOR
LIKES. IT’S GREAT WHEN COLLEAGUES
AGREE WITH MY OPINION IF SOMETHING
IS GOOD. BUT FOR THE MOST PART, I DO
IT BECAUSE I JUST WANT TO SHOW MY
WORK REGARDLESS OF LIKES.
“
”— David Welker
Gwinnett Daily Post
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20. 38 39
ONLINE HABITS
He often looks at the New York
Times’ Lens Blog and Time’s
Lightbox to gather news and industry
information. He appreciates when
photojournalism news and current
events are easily accessible through
social media accounts. He checks
his personal social media accounts
multiple times a day.
When I’m taking photos, the
moment is key. Have I seen a
photo that looks exactly like
this? I want to do it better. Let’s
try to get it from a different
angle. Everyone has a story and I
want to tell it in the most creative
way possible.
“
”
Target Audience
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21. 40 41
THERE’S ALWAYS SOMETHING
GOING ON AROUND ME. SOMETIMES
IF YOU LOOK AT THE BIG PICTURE,
IT CAN SEEM OVERWHELMING BUT
HAVING THE PATIENCE TO CAPTURE
TINY DETAILS MAKES THE BEST
STORIES COME TO LIFE.
“
”
AS A PHOTOGRAPHER, I SEE
THINGS IN A DIFFERENT WAY THAN
MOST; I CAPTURE THE UNIQUE
MOMENTS OTHER PEOPLE USUALLY
WALK RIGHT PAST.
“
”
PERCEPTION
PATIENCETarget Insights
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22. CAMPAIGN STRATEGYPhoto by Bulent Kilic
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23. 44 45
Creative Brief
WHY ARE WE ADVERTISING?
Our goal is to position POYi as the world’s leading photojournalism
competition by using and expanding POYi’s social media platforms to
engage with the target and create a greater overall awareness.
WHO ARE WE TALKING TO?
We’re targeting our “Social Freelancer” we talked about previously. He is an
American Caucasian male between the ages of 25-34 who routinely submits
his photos to the POYi competition.
POINTS OF DIFFERENTIATION:
• Through the open judging process, POYi fosters a community of
camaraderie which challenges entrants to produce their best work.
• POYi has the unique opportunity to become an industry expert via
their social media channels thanks to the organization’s credibility and
outstanding reputation.
BRAND STRATEGY STATEMENT:
Make POYi the authorative voice on all things photojournalism through
growing its social media presence.
Photo by: Chris Detrick
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24. 46 47
THE BIG IDEA:EMPOWERING THE WORLD’S
GREATEST PHOTOGRAPHERSTO
MAKE THEIR STORIES KNOWN
66% OF PHOTOGRAPHERS
SURVEYED SAID THAT PROFESSIONAL
RECOGNITION IS THE MOST
VALUABLE THING THEY WILL GAIN
FROM WINNING A POYI AWARD.
“
”—Team Chromatic Primary Research
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25. 48 49
CreativityTime
A winning POYi photo is
representative of the issues and
cultural environments of that
time. Therefore, all campaign
deliverables will be cohesive
and contain all of the following
elements:
ALL COPY WILL BE WRITTEN WITH THE FOLLOWING TONE WORDS IN MIND:
erudite, reverent and transparent to correlate with the ideals of the Social
Freelancer.
POYI COLOR SCHEME:
R: 0
G: 0
B: 0
R: 149
G: 41
B: 38
R: 51
G: 51
B: 51
R: 255
G: 255
B: 255
Black White
Red Dark
Gray
ERUDITE:
adjective — er·u·dite
having or showing knowledge
that is learned by studying
learned, scholarly, educated,
knowledgeable, well read, well informed,
intellectual; intelligent, clever, academic,
literary, sophisticated, cerebral
REVERENT:
adjective — rev·er·ent
showing a lot of respect : very
respectful
respectful, reverential, admiring, devoted,
devout, dutiful, awed, deferential
TRANSPARENT:
adjective — trans·par·ent
honest and open : not secretive
self-evident, undisguised, unconcealed,
patent, clear, unmistakable, easily
discerned, indisputable, unambiguous,
unequivocal
LOGO:SOCIAL MEDIA HANDLES:
SERIOUS
PHOTOGRAPHY.
SERIOUS
RECOGNITION.
TAGLINE:
• facebook.com/PicturesOfTheYear
• twitter.com/PicOfTheYear
• instagram.com/POYi
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26. 50 51
Campaign Strategy
EVERY YEAR SINCE 1944, THE
MISSOURI SCHOOL OF JOURNALISM
HAS RECOGNIZED THE BEST WORK
IN PHOTOJOURNALISM THROUGH
THE PICTURES OF THE YEAR
INTERNATIONAL CONTEST.
“
”— Brian Clark Howard
National Geographic
SOCIAL MEDIA PLANS:
Social Content Calendar
A social media content calendar helps
to organize the way that you post to your
social media accounts.
Social Media Intern
A social media intern will give POYi a
dedicated person that is knowledgeable
in all aspects of social media and
responsible for posting.
Instagram Account Launch
A Instagram account provides an
additional platform for our audience to
interact with POYi. This medium is socially
and visually based. It communicates
directly to the target persuading him to
engage with POYi.
DIGITAL PLAN:
Organic Search (SEO)
A way of revising POYi’s website to raise
its position when people search for terms
related to the competition.
Paid Search (PPC)
A service that places POYi as the top
result when people search for terms
related to the competition.
Digital Ads / Display Network
Display Network places various types
of advertisements on websites that are
relevant to photojournalism and displays
ads to people who are likely to be
attending the competition.
Email Marketing
A strategy to effectively use the extensive
POYi email database to communicate with
past competitors.
TRADITIONAL MEDIA PLAN:
Posters
A physical sendout to the newsrooms that
will persuade Social Freelancers to enter
in POYi.
PUBLIC RELATIONS PLAN:
Webcast Workshop
Combining some of POYi’s strengths:
its abundance of knowledgeable
photographers in the field and the online
component of judging. This workshop
will bring further brand interaction with the
target.
Content Marketing: Blog
The creation of a blog as another way for
photographers to keep up to date with
POYi and the photojournalism world in
general.
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27. TACTICSPhoto by: Alex Goodlett
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28. 54 55
Tactic: Social Media Calendar
Our team will provide a one month social media calendar filled with sample
content, ideas and other ways to generate leads. Ideas of sample posts our
team thought of are but not limited to:
• Mini profiles on winners, after contest
• Mini profiles on judges/previous judges, before contest
• Historical Photos #TBT
• Current Events related to the photojournalism industry
• Exhibition Journey - photographs documenting the life cycle of the
exhibitions (packing, unpack, display, last call, etc.)
• Mini photographer updates (ongoing projects, awards, etc.)
• Emotional stories and audience responses
OCTOBER
#TBT — █
JUDGE BIO — █
WINNER BIO — █ INDUSTRY NEWS — █
EXHIBITIONS — █
FEATURES — █
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY
1
8
15
22
29
7
14
21
28
2
9
16
23
30
5
12
19
26
4
11
18
25
6
13
20
27
3
10
17
24
31
FRIDAY SATURDAY
WHY THIS MAKES SENSE:
• A social content calendar will allow POYi to plan a month worth of social
media posts in advance so that the brand is seen as consistent and
professional.
• The calendar will detail which platforms to post on and what type of
content to share each day.
• Examples of this may be a Facebook post about a past winner or a tweet
reminding all followers of the entry deadline.
• The calendar will keep all posts organized and consistent throughout the
year and not just around peak contest season.
SUPPORT FOR THIS TACTIC:
• Current POYi social media
activity is sporadic and could
be used more effectively to gain
more followers and build user
engagement.
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29. 56 57
Tactic: Social Media Intern
To get the best results and make sure POYi’s social media pages are kept
up-to-date, hiring a social media intern would be the ideal situation. The
Missouri School of Journalism’s Strategic Communication students are
always looking for work experience in social media, so finding an intern could
be done through the school.
WHY THIS MAKES SENSE:
• Hiring a social media intern to
manage all POYi social accounts
will increase organization
and consistency on all social
platforms.
• The intern can manage content
and create the proposed content
calendar.
• He or she can also interact
with users on social platforms
on a more frequent basis, give
mandatories for when work is
shown elsewhere and search for
user generated content to use on
any platform.
A SOCIAL MEDIA INTERN’S RESPONSIBILITIES WOULD INCLUDE:
• Run all social media accounts: two - three posts per platform per week
The intern can use tools like Hootsuite to plan and manage posts for:
Facebook
Twitter
Instagram
• Manage and create social media calendars
• Give mandatories for when work is shown elsewhere
• Blog posts
• Analytics
Gathering all analytic data and organizing it into one place
• Email marketing (four digital postcards per year)
• Search for user-generated content to plug when applicable
Examples include Exhibition photos, positive news on the the
competition, Cat Pictures of the Year, etc.
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30. 58 59
Tactic: Instagram
POYi will create an Instagram account posting #TBTs (ThrowbackThursday)
where the account posts past winning images extolling the winning
photographer. The account will also post current happenings with the contest
including: Moments from the judging process and moments from the awards
ceremony.
WHY THIS MAKES SENSE:
• Instagram is a very visual platform which would allow POYi to build
community awareness for the contest and the photographers and issues
the images present.
• These serious photographers want serious recognition, this account gives
winners the recognition they crave and make everyone else want to be
recognized for their work too.
• The winning images POYi has archived are all incredible and we believe
that this platform would attract both brand-familiar photographers as well
as general followers who would be enticed by the quality and content of
the photography.
• Instagram can be used as a daily point of engagement with past winning
images and to gain exposure for the photographer.
SUPPORT FOR THIS TACTIC:
• 77% of respondents from our
primary research survey said that
they have an Instagram account.
• When provided with a sample
Instagram post in the survey,
65% of the respondents
indicated that they would be
somewhat likely or more to “like”
the post.
• 60% say they are somewhat
likely or more to visit the
photographer if they were linked.
• For 66% people professional
recognition is the most valuable
thing they believe they will take
away from winning -- Chromatic
primary research
87% OF PHOTOGRAPHERS
SURVEYED HAVE A FACEBOOK; 77%
HAVE AN INSTAGRAM; 74% HAVE A
TWITTER.
“
”—Team Chromatic Primary Research
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31. 60 61
Tactic: Organic Search
Organic search results are listings on search engine results pages that
appear because of their relevance to the search terms, as opposed to their
being advertisements. We will utilize Search Engine Optimization (SEO) to
rank POYi higher on Google.
WHY THIS MAKES SENSE:
• One of the most reliable ways to improve traffic is to achieve a high
ranking on search engine return pages (SERPs).
• We expect POYi’s website link to rank first when “photojournalism
competition” is searched.
• We will use this tactic to ensure daily web traffic for common brand
promotion purpose.
SUPPORT FOR THIS TACTIC:
• Webmasters
Get data, tools and diagnostics for a healthy, Google-friendly site.
Understand and improve POYi website in Google Search.
• Google Analytics
• Google Analytics showlets and smartphones. That makes it easier to
serve your current customers and win new ones.
• Know your audience and analyze visitor traffic
• Trace the customer path. Get to know where customers are
can be as critical as who they are.
• See what they're up to. Learn what they're looking for and
what they likes you the full customer picture across ads and
videos, websites and social tools, tab
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32. 62 63
Tactic: Paid Search (PPC)
Paid search refers to any search process where results are dictated by
payment from advertisers. PPC is a specific kind of business relationship
where advertisers pay search engines or other Web hosts when ads are
clicked, which gives the host entity incentive to display the ads as search
results.
WHY THIS MAKES SENSE:
• With organic results decreasing rapidly further down the screen, it’s vital
that POYi appears within the top five results in order to stand a chance of
click-through. PPC is the fastest way to get to the top.
• Although many searchers prefer to click on the unpaid listings, there is
a sufficient amount of searchers who click on the paid listings (typically
around a quarter to a third of all clicks). With careful control, Adwords can
drive quality traffic to POYi to get a greater return on investment.
• We will use this tactic primarily for important events during the judging
period.
SUPPORT FOR THIS TACTIC:
• Google Adwords - The Google
Search Network. Google
AdWords is by many measures
the most popular paid search
platform used by search
marketers.
• Stumbleupon’s paid discovery.
With paid discovery, you pay for
actual viewing of your landing
page (that’s why it’s important to
have a website) at prices starting
at $0.05 USD per visitor, which
is about 10% of the cost of most
AdWords Ads.
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33. 64 65
Display Network places all types of ads - text, image, interactive - on
websites that are relevant to photojournalism and shows ads to people who
are likely to be attending the competition.
Tactic: Digital Ads/ Display Network
WHY THIS MAKES SENSE:
• Place ads on a variety of news sites, blogs and other niche sites across
the internet to reach more potential customers.
• We will use this tactic primarily for important events during the judging
period.
• Call for entries before the judging
• Promotes the exhibition and winners after the judging
SUPPORT FOR THIS TACTIC:
• Google Display Network. The Display Network reaches
90% of Internet users worldwide and includes more than
2 million publisher sites like nytimes.com and weather.
com (Source: Comscore 2013).
• This case shows how image ads increase conversions:
Using image ads on the display network to showcase
their handmade murphy beds, Bedder Way has
increased their conversions on display by 50% and
decreased their cost per conversion by 25% year over
year. As a photo contest, we should definitely utilize this
visually nature appeal to promote ourselves. Use winning
photos as visual elements.
• Remarketing: Once people have visited POYi, we will
use remarketing lists to keep POYi top-of-mind and help
those interested photographers submit their work for
competition.
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34. 66 67
Tactic: Email marketing (digital postcards)
Email personal digital postcards to photographers on the email list quarterly.
SUGGESTED THEMES FOR EACH:
January postcard — Information about judging process and recall.
April postcard — Information about educational awards.
July postcard — Information Museum exhibitions.
October postcard — Information about entries. Call to action.
WHY THIS MAKES SENSE:
• Recipients will be pleasantly surprised to receive an email quarterly from
POYi, since they are not used to regular contact. Targets will be updated
about interesting and informative marketing content. This creates general
brand top-of-mind awareness during certain quarters, and calls them to
act (enter) in others.
SUPPORT FOR THIS TACTIC:
• “POYi has a need for a strategic communication plan centered around
communicating the story and goals of the competition, highlighting the
accomplishments of the award-winning photographers, and building
community” --Strategies for Generating Earned Income
Stuart Palley
1rd Place, Science & Natural History
Freelance
The community of exceptional photographers is second to none in POY.
There’s no other place to challenge myself and learn from the best story tellers
in the world.
Dear Photographer,
Don’t forget to submit your entry before February 1st for your work to be considered
for the 73rd Pictures of the Year International competition. When you enter into POY, you’re not
just entering into a photo contest, you’re entering for the chance to make an impact
on the way people view the world. This is your chance to share the stories you worked
so hard to uncover.
”
“
Serious photographers. Serious competition.
Connect with us: POYi.org/exhibitions
July postcard example, front. July postcard example, back. Right: January postcard example.
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35. 68 69
Tactic: Posters
Posters would have a past winning image, the photographer’s name
and caption. Posters would be matched and mailed to the major news
organizations where the winning photographer worked when he took the
photo or currently works.
WHY THIS MAKES SENSE:
• Top-of-mind awareness: Photojournalists will view the poster every day
creating top-of-mind awareness for POYi as the world’s premiere photo
competition.
• Follow The Leader: the target would see the poster of a winning image
from a photographer he knows and reveres; this would motivate him to
enter into the contest and follow in the winning photographer’s footsteps.
Seeing the photographer's work being praised on such a public platform
will motivate photographer to make his work known too.
SUPPORT FOR THIS TACTIC:
• For 66% of people surveyed, professional recognition is the most
valuable thing they believe they will take away from winning. — Team
Chromatic primary research
• When considering the factors that they consider before entering into
other photojournalism contests, 95% consider the contest’s reputation.
— Team Chromatic Primary Research
Poster example 1
Poster example 2
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36. 70 71
Tactic:WebcastWorkshop
A webcast workshop is a video broadcast of a workshop transmitted across
the internet. This virtual promotional event would be hosted by past POYi
winners and would take place in the ‘offseason.’
WHY THIS MAKES SENSE:
• The event would target past and future entrants, engage them with the
POYi brand and keep POYi in their minds during the ‘offseason.’
• The event enhances the community aspect of the brand and promotes
the idea that a photojournalist can develop themselves through POYi.
• The event highlights the online broadcasting forum, which is one of the
unique selling points of POYi.
SUPPORT FOR THIS TACTIC:
• In our research, survey respondents spoke highly of the judging live
stream webcast as an incredible resource for learning about the industry
and specifically requested POYi to make a more serious commitment to
broadcasting in the future.
• The webcast would use Adobe’s live stream system, which is the same
software as POYi judging.
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37. 72 73
Content marketing is an ongoing process and strategic marketing approach
focused on disseminating relevant, valuable and consistent content - in this
case, blog posts - that is informative or entertaining to the consumer. We
suggest launching a POYi blog with 2 to 3 posts per month written by the
social media intern and guest bloggers.
Tactic: Content marketing strategy (Blog)
WHY THIS MAKES SENSE:
• One main goal of our campaign is to position POYi as the top-of-mind
brand for photojournalism competitions. POYi must deliver industry
expertise to legitimize barriers like the high entry fee.
• Adding a blog will drive traffic to the POYi website and add meaning to
social media posts.
• Through relevant, consistent content that appeals to the Social
Freelancer and demonstrates POYi’s authority as an industry expert, POYi
can increase brand image and user engagement on all social platforms.
SUPPORT FOR THIS TACTIC:
• Content marketing is a key strategy for thought leadership.
• MU Web Communications could set up the blog for the POYi website or
POYi could use an outside blogging platform like WordPress or Blogger.
“JOHNATHAN ROBERTS”, SOCIAL FREELANCER
5/12/15
MOCK BLOG POST
A City Divided.
Today I walked out of the familiar Ezeiza Airport and into the middle of fall: a beautifully crisp and sunny 60 degrees--so naturally everyone was donning
their puffer coats and wool hats. I guess the travel books I never read were right when they said the city comes alive in summer. This is not their
summer, as noted by looks just short of terror as the wind barreled through the pick up zone an feathered the dark hairs of everyone around me.
On my first day living in Buenos Aires, the thing that lends itself most prominently to my memory is that of the protesting. Protests everywhere. Protests
about the economy. Protests about Cristina Kirchner, their president. The second thing I most remember was the degree of striking homelessness in
the city. Men and women sleeping on unfolded cardboard boxes outside banks in the financial district, sitting in front of coffee shop windows watching
patrons sip 50 peso cappuccinos. Hundreds of homeless people reside in Recoleta, a neighborhood socioeconomically equivalent to the Upper East
Side in New York City. Every person I approached proved reluctant for me to take his or her photo. Within 24 hours, I learned that Portenos, or the city-
dwellers, are dubious people. I’m not sure whether this reluctance stems from the fact that I’m clearly not Argentinean, or the fact that I’m just another
stranger.
Either way, the photos that I have taken prove pretty morose. I guess if I’m documenting my
time as a photographer telling the story of a once thriving economy fallen from grace, I’m not
going to have the most upbeat stories to share. I do feel the stories I uncover here will prove
indespensable to create a discussion about class inequalities around the world. As a first time
POYi entrant, I hope my photos can educate the world on the social and economic plights
occurring in South America. I already know this city has so many stories to tell.
Until next time,
Johnathan
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38. 74 75
Tactics:Timeline
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY
SOCIAL MEDIA
CONTENT MARKETING
EMAIL MARKETING
SEO
FACEBOOK PROMOTIONS
POSTERS
This timeline will help keep track of when you should be utilized each tactic.
Use should gradually build up and be more aggressive dung the months
leading up to the competition and then allow for a natural dip during the
summer months. The SEO is scheduled for the summer since the summer
months are likely when the website receives the least amount of traffic, so
construction will bother the least number of people.
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39. BUDGETPhoto by: Mario Tama
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40. 78 79
Budget
SOCIAL MEDIA
POSTERS
EMAIL MARKETING
INTERN
DISPLAY ADS/PPC
SEARCH ENGINE OPTIMIZATION
$840
$300
$0
$2160
$0
$1700
TOTAL: $5000
STRATEGY COST
Facebook
We chose to put money into
promoted Facebook posts rather
than display ads and PPC because
we feel we will receive more
impressions on Facebook than
value through PPC.
Posters
The posters will be placed in top
agencies and wire services to
promote the brand. We feel these
posters will entice photographers
to submit their work when they see
the work their peers have been
recognized for.
Social Media Intern
The social media intern will take
most of the budget, however, they
will be the most valuable asset to
POYi.
SOCIAL
MEDIA
INTERN
SOCIAL
MEDIA
SEARCH ENGINE
OPTIMIZATION
$2160 — 43%
$1700 — 34%
$840 — 17%
5 HRS/WEEK
48 WEEKS/YEAR
$9/HOUR
BASED ON QUOTE
FROM LOCAL
WEB COMPANY
HUB & SPOKE
$30/DAY
ACROSS A 28 DAY
CAMPAIGN DURING
SUBMISSIONS
BASED ON
PRINTING AND
SHIPPING COST
FOR 50 POSTERSPOSTERS
$300 — 6%
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41. MEASUREMENTSPhoto by: Javier Arcenillas
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42. 82 83
Measurements: Digital Measures
KLOUT provides one of the best ways to evaluate overall social media
activity for all platforms for a brand. A free account will combine all social
media posts and give a nice temperature reading across all platforms with a
numerical score that can change on a daily basis.
AWARENESS
-Reach, total impressions
for paid social campaign
-Search ranking
improvement
-Number of posters
distributed
-Number of digital
postcards sent out
INTEREST
-Click-throughs to website from paid
social/search
-Number of new followers/fans on social media
-Engagement (likes, retweets, shares,
favorite, etc.)
-New email inquiries or phone calls resulting
from promotions
ACTION
- Submit email address on website
to receive newsletter (we need a
way to capture email addresses on
POYi website)
- Competition entry submissions
GOOGLE ANALYTICS for POYi’s
website will allow you to monitor the
website traffic, set visit goals and
check the demographic information
of audience.
GOOGLE ADWORDS measures click
through rate in order to ensure
efficiency of campaigns.
GOAL: all campaigns above 5% click
through rate. CONVERSION FUNNEL:
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43. 84 85
Measurements: Facebook
CURRENT LIKES: 8,278
GOAL: 10,750
30% INCREASE
Facebook Insights are part of Facebook and can be easily viewed without
having to log out of your Facebook page. It will provide crucial data such as
post reach, engagement and page likes.
POST REACH shows the number of unique people who have seen your page
posts.
PEOPLE ENGAGED is the number of unique people who have clicked, liked,
commented on or shared your posts during the last 7 days.
LIKES, COMMENTS, SHARES AND POST CLICKS show the totals for these
actions during the last 7 days.
TOTAL PAGE LIKES is number of unique people who like your Page.
NEW PAGE LIKES shows the number of new likes your Page received during
the last 7 days, compared with the previous 7-day period.
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44. 86 87
Measurements:Twitter
CURRENT FOLLOWERS: 3,860
GOAL: 5,000
30% INCREASE
Twitter Analytics can be directly accessed through your Twitter account
without having to go to a different website. It will allow you to track your total
number of tweets, tweet impressions, profile visits and followers. Tweets
with images drive more engagement and generate more responses.
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45. 88 89
Measurements: Instagram
GOAL: 3,000 FOLLOWERS
Iconosquare is a third-party website used to compile and analyze all activity
on your Instagram account. It will measure likes received on each post,
comments received, number of followers, number following, followers
growth and overall engagement.
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46. MEET TEAM CHROMATICPhoto by: Steve Winter
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47. 92 93
LIZA POSKIN
PR ACCOUNT EXECUTIVE
“The only time I set the bar low is for
limbo.”
— Michael G. Scott
MeetTeam Chromatic EMILY KLAUS
ACCOUNT EXECUTIVE
“As long as everything is exactly the way
I want it, I’m totally flexible.”
— Lorelai Gilmore
ERIN FUCHSEN
ACCOUNT PLANNER
“You can’t just give up! Is that what a
dinosaur would do?”
— Joey Tribbiani
DANI CHRONISTER
MEDIA PLANNER
“If you think you can dance and be free
and not embarrassed you can rule the
world.”
— Amy Poehler
KIRSTEN DICKHERBER
COPYWRITER
“I have no idea what I’m doing, but I
know that I’m doing it really really well.”
— Andy Dwyer
CLAYTON HOTZE
GRAPHIC DESIGNER
“Never half-ass two things. Whole-ass
one thing.”
— Ron Swanson
BAO DENG
DIGITAL STRATEGIST
“Learning is its own exceeding great
reward.”
— William Hazlitt
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48. APPENDIXPhoto by: Daniel Beltra
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49. 96 97
Appendix: Survey Questions
1. Have you entered your work in
POYi in the last 5 years
●Yes
●No
2. How many years have you entered
Pictures of the Year International?
3. What categories have you
entered?
4. How did you initially learn about
POYi?
●Professional contacts
●School
●Friends
●POYi Website
●POYi’s Social Media
●An online search engine
●An Exhibition
●Other
5. Why did you make the decision to
enter POYi?
6. Who paid for your entry fee?
●Out of pocket
●Your organization or company
●Your school
●Other
7. About how many hours a year do
you spend watching POYi judging?
(Please put 0 if it is none.)
8. Have you ever attended a POYi
judging session in person?
●Yes
●No
9. If you watch or attend, do you
watch categories other than the ones
that you have submitted pictures to?
●Yes
●No
10. If the judging screencasts were
recorded and available in a podcast
form how likely would you be to
watch them?
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
11. How important to you is the
option to watch POYi judging online?
(7 very important, 1 not important at
all.)
(Scale 1-7)
12. Generally speaking how satisfied
are you with the judging process
of POYi? (7 very satisfied, 1 not
satisfied at all.)
(Scale 1-7)
13. What is your biggest issue with
the judging process?
●Final selection of awards
●Moderation of discussions
●Choice of judges
●Transparency
●No issues
●Other
14. If your images were to win what
do you think would be the most
valuable thing you would gain? (Rank
in order; 1 being most valuable, 6
least valuable.)
●Professional recognition
●Community awareness of issues
depicted in your images
●Your work exhibited in galliers
prizes (Monetary, plaques, gear, etc.)
●Job Opportunities
●Other
15. Would you be comfortable with
POYi publishing a book of annual
winning photographs?
●Yes
●No
16. Why not?
17. What other photo contests have
you heard of? (Please check all that
apply)
●World Press Photo
●NPPA Best of Photojournalism
●International Photography Awards
●Atlanta Photojournalism Seminar
●Other
18. If you were to enter a photo in
POYi, how likely are you to submit it
to other contests?
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
19. If you were to look for other
contests like POYi, what would be
the first search term or terms that
you would search with?
20. Did you submit your photo(s) to
any other photojournalism contest?
●Yes
●No
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50. 98 99
21. Which photojournalism
contest(s) did you enter?
●World Press Photo
●NPPA Best of Photojournalism
●International Photography Awards
●Atlanta Photojournalism Seminar
●Other
22. Why did you choose to or not
to submit your photo(s) to other
contests?
23. What factors do you consider
before entering a photojournalism
contest? (Please check all that apply)
●Entry fee
●Reputation of contest
●Awards
●Accessibility
●Judging Criteria
●Other
24. What do you think POYi could
do a better job of?
●Judging Process
●Promotion
●Award System
●Other
25. Where would you want
your photos displayed in a POYi
exhibition? (Please check all that
apply)
●Universities
●Museums/galleries
●Open exhibition spaces
●Online
●Other
26. How would you rate the
importance of the following groups
being the audience of your photos?
(1 being very important, 5 Very
Important).
●Other professionals
●Future employers
●General Public
●Students
●Other (Please Identify)
27. Do you visit any photojournalism
or professional photography related
websites?
●Yes
●No
28. Which websites?
29. Have you ever seen an
advertisement for POYi? If chosen
“Yes,” please tell us where.
●Yes
●No
30. Which social media platforms do
you currently have an account on?
(Please check all that apply)
●Facebook
●Twitter
●Instagram
●Vimeo
●Flickr
●Other
31. Do you follow POYi on any
of these social media platforms?
(Please check all that apply)
●Facebook
●Twitter
●Vimeo
32. How often do you interact with
the POYi brand on social media?
●Less than once a month
●Once a month
●2-3 times a month
●Once a week
●2-3 times a week
●Daily
33. What are you looking to gain
from following POYi on social media
accounts?
●Judging updates
●Entry dates and deadlines
●Past winning image exposure
●Relevant photojournalism news
●Other
34. How likely are you to engage
with a Facebook post like this?
“Like” it
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
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51. 100 101
Comment on it
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
Share it in your news feed
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
Share it privately in a message
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
If the photog was linked how likely
would you be to visit their profile
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
If the news organization was linked,
what are the chances you would
begin following them?
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
35. How likely are you to engage
with a Instagram post like this?
“Like” it
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
Comment on it
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
If the photog was linked, what
are the chances you would begin
following them?
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
If the News Organization was linked,
what are the chances you would
begin following them?
●Very Unlikely
●Unlikely
●Somewhat Unlikely
●Undecided
●Somewhat Likely
●Likely
●Very Likely
36. Rank the following social media
channels by the likelihood of which
you’d be most to least likely to
engage the POYi brand with. (1 most
likely, 6 least likely)
●Facebook
●Twitter
●Instagram
●Vimeo
●Flickr
●Other
37. What gender do you identify
with?
●Male
●Female
●Prefer not to answer
38. What is your race/ethnicity?
●African American/African/Black/
Caribbean
●Asian/Pacific Islander
●Caucasian
●Hispanic/Latino
●Native American
●Other
●Prefer not to answer
39. What is your age?
●18-24
●25-34
●35-44
POYi.indd 100-101 5/8/15 8:07 PM

52. 102
●45-54
●55-64
●65+
●Prefer not to answer
40. For the images you submit who
was the work done for?
●Freelance
●Large Newspaper (More than
500,000 ●circulation)
●Medium Newspaper (100,000 -
500,000 circulation)
●Small Newspaper (Less than
100,000 circulation)
●National Magazine
●Local Magazine
●Wire Agency
●Other
41. Which division(s) of POYi do you
typically enter?
●Still Photography Division
●Sports Division
●Visual Editing Division
●Premier Division
●Best Publication
42. This space is for if you have any
additional thoughts or comments
that you would like to share with us
to help improve POYi. If you have
none please continue on to the end
of the survey.
43. What is your email address?
(Please note that we will only contact
you if you have won the $150 VISA
gift card)
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53. TEAM
CHROMATIC
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