Putting together an award submission can be a nerve-racking process. What do the judges want to see? And how can you make your case stand out?
No matter how exceptional your campaign is, having great work is only the first step. Winning requires a strategic approach and tailored submission that treats the award entry like its own marketing campaign.
To give you the inside scoop, AMA Chicago hosted a LinkedIn Live on December 17, 2025, bringing together expert advice from the perspective of both the candidate and judge. Karolyn Raphael, President of Winger Marketing and Director, Public Relations, AMA Chicago, and Kristin Kroepfl, SVP and Chief Marketing Officer of Food Lion, joined marketing executive Lisa Kaplan to share their experiences.
They talked about everything from how to bring the marketing sizzle to putting yourself in the judges’ shoes when developing your submission. During the discussion, they focused on the AMA Palmer Marketing Awards, with Kristin speaking from the point of view of a 2025 Palmer Awards judge and Karolyn on behalf of 2025 winner and Winger Marketing client TAWANI Enterprises, Inc. However, their advice and insights apply to any awards submission.
Prepping starts with research
What’s the first step for a successful submission? Research.
For the Palmer Marketing Awards, there are several categories. “We looked at the different parameters around the [Chicago] AMA awards,” Karolyn said as she explained her process in helping her client prepare their case. “That’s how we determined which category we’d like to submit to.”
You should customize your awards submission for the category. “Don’t rinse and repeat,” Kristin advised. “You don’t want to submit the same case for multiple awards. You need to provide a bulletproof case for why your campaign fits that category.”
“Search last year’s Palmer Marketing Awards winners to see who won. It gives you insight into what the judges are looking for,” Kristin said.
Once you’ve narrowed down the categories and studied past winners, it’s time to research your audience.
You won’t always have access to the judges’ bios, but if the information is available, use it to your advantage. Kristin explained, “Research them, look at their own work and any thought leadership articles or posts they might have shared. And don’t be shy about tailoring your submission directly toward the judges.”
Build your case as a marketing campaign
Judges look for cases that demonstrate key qualities:
- Set the context for what challenge the team was addressing.
- Explain the insights behind the proposed solution.
- Show why the solution was powerful, innovative and unique.
- Explore how it fits your brand.
- Prove your case with excellent results.
Karolyn pointed out that while her client won in 2025, they had applied for a prior award but didn’t win.
“One big difference [in 2025] was the way we approached gathering metrics. We were diligent about tracking our results and grabbing images,” she explained, “so when it came time to put the submission together, it wasn’t such a heavy lift.”
Judges look for results when they review cases. The marketing sizzle—celebrating the unique solution—is important, but it isn’t enough.
“Hard-hitting results are so critical,” Kristin said. “One of the best pieces of advice I’ve heard is this: Write your results as if the audience is a CFO.”
Lean in to track results along the way. Things like brand health scores and the softer side of marketing are important, but a strong case won’t stop there. For a successful submission, include results like impact on Share of Voice, increased conversions and the type of metrics that would convince a CFO to approve that incremental marketing budget.
Know your audience: Put yourself in the judges’ shoes
First and foremost, you have to remember that the judges are people. “We have pressures. We have to work through multiple cases. It’s a big time commitment and it can be fatiguing,” Kristin said.
Some advice for submitters:
- Keep it simple.
- Understand your audience.
- Hook your audience.
Often, the judges won’t be familiar with your industry. If you want your true impact to hit hard, setting context should be a top priority. For example, don’t use acronyms. Spell everything out so the judges understand the work and performance without hunting for more information.
“Successful submissions treat their case like it was a campaign,” Kristin said. Know the audience, aim to put the sizzle in the right spot and make sure you’re grabbing attention.
Kristin talked about one submission that did a great job of grabbing everyone’s attention. The opening line was, “Suck it, inflation.”
While you might not choose the same language, it serves as a good illustration because it elicits a response and gets a judge to lean in immediately.
And that’s the idea: If you can get them hooked with the opening line, you’ve got a better shot at maintaining their attention.
You can never have too many awards
“It’s okay to take pride in your work. To think, ‘I know this work I’ve done is worthy, and it will help me with my career,’” Karolyn said. “It’s okay to advocate for yourself. It puts you in a positive light and promotes your company overall.”
If you think through your submission strategically, the same way you would a campaign, and tell your story in a compelling way, you’ll have a great shot at taking home an award.
Looking forward to the next Palmer Marketing Awards? Get on the list so you’re notified as soon as submissions open, receive helpful info during the submissions period and receive a reminder to submit in time. Also, check out past Palmer Marketing Award winners.
Pop by to see AMA Chicago’s past Marketer of the Year winners. The submission period for this annual award begins in June with a deadline in late July. Details are announced in AMA Chicago’s weekly emails and on LinkedIn.
Want to watch the full discussion with Kristin and Karolyn? View the recording in the AMA Chicago archive of LinkedIn Live recordings.
