Award Program Communication
Great award programs are well-promoted, not just well-organized. The right communication drives quality entries, recruits respected judges, and builds anticipation from announcement to winner reveal.
Why Communication Strategy Matters
You can design the perfect award program, but if potential entrants never hear about it or lose track of deadlines, all that planning goes to waste. Communication is how you build awareness, drive entries, and maintain momentum throughout the entry period.
Without Communication Strategy
- ✗Low entry volume despite a great program
- ✗Potential entrants forget the deadline
- ✗Constant "how do I submit?" questions
- ✗Energy dies between announcement and deadline
With Strategic Communication
- Strong entry volume in the first two weeks
- Entries arrive steadily, not just at the last minute
- Everyone knows entry requirements and deadlines
- Momentum builds week by week
The Complete Communication Timeline
Follow this proven email sequence from your call for entries through winner announcements. Each message has a specific purpose and drives a specific action.
1. Call for Entries Announcement
Goal: Drive early entries
What to include:
- • Clear subject: "Call for Entries: [Program Name] Awards"
- • Award categories and eligibility requirements
- • Entry fee pricing and early-bird deadline
- • Judging criteria overview
- • Prominent "Submit Your Entry" button
- • Key dates: deadlines, judging, announcement
2. Past Winner Spotlight
Goal: Inspire entries through social proof
What to include:
- • Profile of a past winner and their story
- • How winning impacted their career or organization
- • Quote from a past winner endorsing the program
- • Reminder of categories and deadlines
- • For first-year programs: share why you are launching
3. Early-Bird Deadline Reminder
Goal: Drive urgency for discounted pricing
What to include:
- • "Early-bird pricing ends [date]" in subject line
- • How much they save with early-bird pricing
- • Current entry count as social proof
- • FAQ answers for common questions
- • Direct link to submit
4. Judge Panel Announcement
Goal: Build credibility and drive entries
What to include:
- • Judge bios with photos and titles
- • Why each judge was selected
- • Quote from a judge about the program
- • Reminder: entries reviewed by these experts
- • Final deadline reminder
5. Final Deadline Reminder
Goal: Capture last-minute entries
What to include:
- • "Last chance to enter" urgency in subject line
- • Total entries received so far (social proof)
- • Entry checklist for last-minute entrants
- • Clear deadline: date, time, and timezone
- • Contact info for entry support questions
6. Winner Announcement
Goal: Celebrate winners, thank entrants
What to include:
- • Winners by category with descriptions
- • Thank you to all entrants
- • Program highlights and statistics
- • Link to public results page
- • Winner badges and certificate information
- • Teaser for next year's program
The Last Week Rule
Call for Entries Email Template
Your call for entries is the most important email. Here is a proven template that drives entries.
Copy-Paste Call for Entries
- Categories: [Number] award categories
- Early-bird deadline: [Date]
- Final deadline: [Date]
- Entry fee: [Price] (early-bird: [Discounted Price])
- Winners announced: [Date]
- ✓ Industry recognition and winner badge
- ✓ Featured on our website and publications
- ✓ Press release and social media promotion
- ✓ Trophy or certificate of achievement
- ✓ [Any other benefits: event tickets, etc.]
[Your name]
[Your title]
[Organization]
Beyond Email: Promotion Strategies
Email is your primary channel, but extend your reach through multiple touchpoints to maximize entry volume.
Industry Publications
Partner with trade publications and industry blogs for broader reach.
Social Media
Build excitement with regular social content throughout the entry period.
Partner Organizations
Leverage your network to amplify reach through partner channels.
Past Winner Advocacy
Past winners are your most powerful marketing asset. Leverage their stories.
Communication Best Practices
Always Include a Clear CTA
Every email should have one clear call to action: "Submit your entry," "View categories," or "Save the deadline." Do not leave readers wondering what to do next.
Make Deadlines Unmissable
People skim emails. Make dates and deadlines impossible to miss with bold text, visual breaks, and prominent placement near the top of the email.
Show Social Proof
Share milestones: "150 entries received!" "Judges from Fortune 500 companies!" Social proof builds confidence and drives more entries.
Maintain a Professional Tone
Award programs carry prestige. Keep your tone professional and authoritative while remaining approachable. Consistency builds brand trust.