Judging Criteria

1.Executive Summary (10 points maximum)

2.Marketing Objectives & Budget (25 points maximum)

Describe the primary marketing objective(s) of the campaign, expected results and the resources (budget) allocated to the campaign.

Describe the market characteristics pertinent or challenging to the project (competitive, political, cultural, technological, etc.).

Describe the target audience for the project, its pertinent characteristics, demographics, geographics, psychographics, and/or behavioristics.

3.Strategy (25 points maximum) Describe the message, creative, and media strategies for the project. For Integrated Marketing Communication Campaign entries: Describe how the campaign was integrated.

4.Outcomes (25 points maximum) Describe the measurable outcomes for the marketing objectives, behavioral objectives, and communication objectives. Describe other pertinent results and anecdotal evidence of success.

5.Overall Quality of Project (15 points maximum)

2010 MAX Judges

The six-judge panel will be hand-selected from the marketing community.

Darcie Meihoff, Public Relations Managing Director
CMD

Darcie has 20 years of experience working with a wide variety of companies. She has been with CMD since May 2003. Darcie provides top-level public relations consultation for a variety of clients in industries including building and home improvement, tourism, restaurant and hospitality, technology, sports, retail and health-related fields. Currently, she serves as lead on the JELD-WEN Windows & Doors account, overseeing strategic public relations planning and project management for the world’s leading manufacturer of windows and doors. She is very active in the Portland Metro Chapter of PRSA and has served on the board of directors of the organization for the past three years. Darcie also has earned national accreditation, achieving the APR designation.

Sherry Nelson, Creative Consultant

Sherry has spent over 40 years in marketing and advertising. She has worked in positions ranging from Creative Director to Photography Editor at agencies such as Needham, Harper & Steers-New Zealand, Ogilvy & Mather-Honolulu, Murray, Kraft and Rockey-Anchorage. She has also worked as Executive Art Director at Fred Meyer as well as local newspapers. She created and produced four regional magazines, B2B, Home & Lifestyles, NW Healthy Living and Place. Currently she works as a creative consultant working for companies that "don't make a lot of money, but do a lot of good." It's something she has always wanted to do.

Michelle Price, Manager, Worldwide Environmental Strategic Marketing, Imaging and Printing Group
Hewlett-Packard Company

Michelle Price is worldwide environmental strategic marketing manager in the Imaging and Printing Group (IPG) at HP. She is responsible for global environmental marketing strategy and planning across all of the group’s businesses, segments and regions. Previously, Price managed IPG’s global marketing readiness for the Microsoft Windows Vista® release. She also held advertising, marketing communications and new product introduction management positions in IPG and the Personal Systems Group at HP. She additionally has experience in the consumer, small and medium business and enterprise segments. Prior to joining HP in 1998, Price worked as account executive and creative business manager at Rives Carlberg Advertising.

Mike Riley, President and Research Director
Riley Research Associates

Riley Research Associates is a Portland-based global research and communications consulting firm. With 27 years in practice, his clients include a wide variety of organizations, including Umpqua Bank, the Port of Portland, Oregon Health Sciences University, Intel, Xerox, LaCrosse Footwear and Portland State University. Riley is a Past President of the Oregon Chapter of the American Marketing Association; has served on the boards of the Public Relations Society, the Portland Advertising Federation, the Rotary Club of Portland, the Beaverton Education Foundation, and Healthcare Communicators of Oregon.

Debra J. Ringold, Dean and JELD-WEN Professor of Free Enterprise Atkinson Graduate School of Management at Willamette University

In addition to her duties as Dean, Debra teaches courses in public, nonprofit, and private sector marketing, marketing research, marketing communications, and marketing and public policy. Debra has been honored with numerous teaching awards as well as Willamette University’s Administrator of the Year award 2005. Her research has appeared in scholarly journals including the Journal of Marketing, Journal of Consumer Policy, and Journal of Public Policy and Marketing, of which she currently serves as the Journal’s Associate Editor. She has served as the past Chairperson of the Board of Directors for the national American Marketing Association and served a 3-year term in the Advisory Council to the U.S. Census Bureau. Her recent consulting clients include the Canadian Broadcasting Corporation, Anheuser-Busch Companies, U.S. Food and Drug Administration, Federal Communications Commission and Hewlett Packard.

John Russell, Senior Director of Marketing
Tillamook

John Russell has more than thirty years of marketing experience working on a wide range of global and regional brands such as Nike, Microsoft, Coca-Cola, Toyota, Audi, Umpqua Bank, Pendleton Whisky, OPB, and the Oregon Humane Society. His career has included account management positions at the BBDO and Saatchi & Saatchi advertising agencies in Los Angeles, as well as 13 years at Wieden+Kennedy in Portland and Amsterdam. John is currently the Senior Director of Marketing at Tillamook.

Shari King, Account Lead
Alling Henning Associates

Shari has more than 20 years of marketing communications experience and currently leads AHA!'s environmental sustainability business team. During her tenure at AHA!, Shari has helped a wide variety of clients solve complex communication challenges, including Hewlett-Packard, Yahoo!, PricewaterhouseCoopers, Levi Strauss & Co, Starwood Hotels & Resorts and Autodesk. Shari earned a bachelor's degree in communications from Washington State University, Pullman, and completed integrated marketing communications coursework through Northwestern's Kellogg Graduate School of Management. She worked as a reporter and advertising/marketing manager before joining the AHA! team in 1996.