10 Steps to being Award Ready

Written By Justine Sinclair, Sparrowly Group

Seeking awards or recognition for your business may not be high on your agenda with everything else you have going on as a business owner. However there are a number of key business reasons that it should be:

Winning awards helps build awareness of your business as well as building recognition of your brand with current and potential customers. It serves as a third party endorsement of your businesses excellence, often.serving as a ‘seal of approval’ to potential customers.
It presents marketing and PR opportunities as valuable content for your business. You can leverage the award in press releases, social media campaigns and other marketing materials. This can lead to increased media coverage.
Recognition through awards can serve as a morale booster for not only yourself but also for employees, validating their hard work and contributions to the businesses success.
Awards can differentiate a business from its competitors offering a competitive edge that can influence customer decisions.
It is a forcing function to give you the opportunity to stop and look at your business from the outside in, reflect on how where you have come from, where you are heading and fine tune your focus.

Just like getting ready for a grant application, writing an award application takes time and preparation to get the best outcomes. You need to plan carefully, research awards and take time to fill in the application. The process can be extensive, as it’s not just about filling out an application, but rather presenting your business and achievements in the best possible light.

Step 1. Select the Right Award

Research: Look for awards that align with your business’s strengths, values, and industry. Consider the award’s prestige, relevance to your sector, and the potential benefits of winning. It’s a good idea to set up a google alert with some key words related to awards and your business sector and business type.
Criteria and Eligibility: Ensure your business meets the eligibility requirements and has a strong case for the criteria outlined by the award.

Step 2. Understand the Assessment Process

Learn how the submissions are assessed. Understanding the judging criteria and process will help you tailor your application to highlight the aspects judges are most interested in. It’s really important to keep your messaging tight and aligned to the assessment criteria.

Step 3. Gather Essential Information and Documentation

Collect any required documentation, such as financial records, business plans, customer testimonials, and details of achievements. Having this information on hand will make the application process smoother.
Understand what you need to prepare and gather to help you with your submission, this could be additional plans and strategies, credentials, quotes and testimonials.

Step 4. Compile Success Stories and Achievements

Document specific examples of your business’s achievements, innovations, or contributions to the community. Use quantifiable results and compelling narratives to showcase your success. Map this out together with your team for their input.

Step 5. Draft a Compelling Application

Narrative: Create a compelling story about your business, focusing on what makes it unique, successful, and most importantly, is aligned with the award criteria.
Clarity and Conciseness: Be clear and to the point, while thoroughly addressing each question or criterion.
Evidence and Examples: Support your claims with data, examples, and testimonials. Visual aids like charts, graphs, and photos can enhance your application. It’s a good idea throughout the year to save down examples in a specific “awards” folder so you don’t forget about those micro moments which could make a major difference in your submission.

Step 6. Seek Feedback

Before submitting, have someone familiar with your business review the application. External perspectives can also be invaluable, so consider seeking feedback from mentors, industry peers or us!

Step 7. Prepare Supplementary Materials

Some awards may allow or require supplementary materials such as videos, presentations, or detailed project descriptions. Ensure these materials are professionally prepared to enhance your submission.

Step 8. Review and Revise

Carefully review your application for any errors or omissions. Ensure it’s as strong as it can be, then revise based on feedback and your own critical assessment. Make sure you have double and triple checked the question and that your answer acknowledges this.

Step 9. Mind the Deadline

Start the process early to avoid a last-minute rush. Submitting early can also demonstrate your enthusiasm and professionalism.

Step 10. Plan for Post-Submission

Consider how you will use the nomination or win in your marketing and PR efforts. Plan how to leverage this in your internal and external communications.

Additional Tips:

Follow instructions carefully: Pay attention to all application instructions, including word limits, formats, and submission methods.
Tell a story: Humans are naturally drawn to stories, so frame your achievements and challenges in a narrative that showcases your journey and impact.
Hire an expert writer: If storytelling is not your strongpoint or time is against you, consider hiring an award writer to help frame your story. Alternatively, you can start a draft and someone else can finesse your submission.
Highlight what sets you apart: Be clear about your unique value proposition and how it differentiates you from competitors.
Seek feedback: You are not going to win every time but remember to seek feedback about your nomination.

Preparing for an award submission is an opportunity to reflect on your business’s achievements and challenges. It’s not just about winning an award but about understanding and articulating the value your business creates.

If you would like another set of eyes over your award submission, send us an email at mentoring@sparrowly.com – we would be more than happy to take a look and jump on a call and support a fellow business shine.