This month, I had the privilege of judging a national communications contest. While I can’t share the names of the organizations involved, I can tell you this: reviewing dozens of campaigns gave me a bird’s-eye view of what’s working in communications today—and what still needs work.
If you’re in marketing, PR, or internal communications, here are a few takeaways that might help improve your next campaign or content series.
1. Strategy still beats sparkle
Flashy visuals can grab attention, but without clear objectives and measurable outcomes, they fall flat. The strongest entries didn’t just look good—they aligned with business or mission-driven goals and followed through with results. Want to stand out? Start with strategy. Define your audience, objectives, and success metrics before you pick a headline font or hashtag.
2. Tell the full story (but keep it tight)
Some entries buried great outcomes under pages of context. Others skipped the context entirely and focused on results without telling us how they got there. The most effective submissions had just the right balance—explaining the problem, showing the approach, and then revealing the results. It’s storytelling 101: beginning, middle, end. Keep it concise, but don’t forget to connect the dots.
3. Consistency is key—especially in design
A pattern I saw again and again: inconsistent branding. Some campaigns had great logos, taglines, or layouts—but only in one or two pieces. The rest felt like an afterthought. Whether you’re sending an email, printing a brochure, or posting on Instagram, make sure every touchpoint feels like part of a unified effort. That’s how you build trust and recognition.
4. Make it easy to share
One of the best things I saw? Campaigns that gave others the tools to share. Canva templates, turnkey social media posts, downloadable guides—these aren’t just smart, they’re strategic. If you want your message to travel, lower the barriers. Equip your internal advocates, partners, or member organizations with ready-to-go materials they’re proud to pass along.
5. Originality matters (but relevance wins)
A few campaigns tried too hard to be clever or trendy, missing the mark for their target audience. Others leaned into simplicity and directness—and succeeded. You don’t need gimmicks to connect. You need relevance. Speak your audience’s language. Choose visuals that resonate with their day-to-day life. And yes, if you can wrap it all in a fresh creative concept, even better.
Final thoughts
Serving as a judge reminded me why I love this work. When done well, communication builds bridges, sparks action, and strengthens communities. Whether you’re promoting a product, a program, or a purpose, the fundamentals remain: be clear, be consistent, and connect with your audience on their terms.
If your organization is launching a new campaign and could use a second set of eyes—or a full strategy to execution partner—I’m here to help.
Let’s make your message matter.