EFFIE BOOTCAMP PART 2: Earning Your Marketing Effectiveness Certificate
Now that you've successfully completed the Effie Effectiveness Bootcamp, the next phase of the program is to apply what you've learned to an independent case project that's relevant to your business. It can relate to marketing work for your own business, or for a client.
Case Projects that pass the assessment will receive a Effie Certificate in Marketing Effectiveness.
Case Projects that pass the assessment will receive a Effie Certificate in Marketing Effectiveness.
GUIDELINES
Your project must be active in the business, and worked on by you - rather than a reporting of previous work, or work in which you were not involved. It is fine (and encouraged) to include prior data for context.
The project should involve creating an effective customer experience: this can be broadly interpreted across touchpoints, and customers can be users, buyers, intermediaries, employees, or other stakeholders.
Choose a project which allows you to highlight your understanding of the Effie framework for marketing effectiveness around which the program is designed.
You do not have to submit creative work - that is up to you and can be attached as an addendum.
Projects will be evaluated across Effie's four key pillars for marketing effectiveness by at least three assessors, excluding your mentor. Assessors are bound by confidentiality and must consent to a non-disclosure agreement before evaluating submissions. Assessors may not work on the submitted brand or a direct competitor of the submitted brand.
All four scoring sections will be equally weighted at 25%.
The project should involve creating an effective customer experience: this can be broadly interpreted across touchpoints, and customers can be users, buyers, intermediaries, employees, or other stakeholders.
Choose a project which allows you to highlight your understanding of the Effie framework for marketing effectiveness around which the program is designed.
You do not have to submit creative work - that is up to you and can be attached as an addendum.
Projects will be evaluated across Effie's four key pillars for marketing effectiveness by at least three assessors, excluding your mentor. Assessors are bound by confidentiality and must consent to a non-disclosure agreement before evaluating submissions. Assessors may not work on the submitted brand or a direct competitor of the submitted brand.
All four scoring sections will be equally weighted at 25%.
- Challenge, Context, & Objectives ............................ 25%
- Insights & Strategy ........................................................ 25%
- Bringing the Strategy & Idea to Life ......................... 25%
- Results ............................................................................... 25%
CASE PROJECT TEMPLATE
While all projects will be submitted via the Academy Portal, we encourage participants to use this case project template during the initial planning process and prior to submission. Please note that the case project template contains essential information that will guide you throughout the process.
CASE PROJECT FAQ
What do I need to do?
Take a real-world project - something you are working on - and write it against the Effie Framework in the short submission form provided. The project does not have to be in market or have creative developed - it is the thinking that is more important than the actual creative or actual results. That said, if you have these you are welcome to share them.
What types of project are suitable?
We suggest a project that relates to your current work so that it is easier to schedule the time, and your organization will get a benefit from your extra thinking too. However, if you prefer to do your project on a side-hustle or something you have recently delivered, it's up to you.
Projects can be internal or external – for instance we once had a successful project about the launch of a new analytics tool where the target audience were other people in the agency. They can relate to pitches or to agreed projects. Use your judgement about what will best showcase your understanding of the Effie Framework for Marketing Effectiveness.
What about confidentiality?
All Mentors have completed NDAs and will recuse themselves if there is a conflict of interest. If you have highly sensitive information, we suggest you disguise it. For example, you could say ‘Brand X’ or ‘a new snack food’, give indicative figures ‘approximately 100,000’, ‘150-250,000’ or ‘10% increase’. Use your judgement – the key is to tell a compelling story that demonstrates your understanding of the concepts. If you redact or disguise information, just explain why, so the Mentors know you’ve done your research with rigor, but you are protecting sensitive information.
Does it have to be all my own work?
The project itself does not have to be all your own work – we’d expect collaboration in marketing after all - but you do have to do the write up yourself. So, while someone else might have done the research into the background or worked with you to set objectives, in the submission please write it in your own words and show your own understanding.
Does it have to be 100% real-to-life?
Sometimes people are working on a project where decisions have been made that they don’t agree with. Perhaps the objectives or KPIs could be improved, or the way an idea is brought to life be more ambitious and creative. We get it. Don’t be constrained - write the project as you think it would be most effective.
What support is available?
You have been allocated a mentor to support you in your project – you can share with them your work, your ideas, and the submission itself for their input.
Mentors have committed to 3 x 45-60 minutes mentoring sessions, in addition to a quick introductory call [15minsl. When you reach out to your mentor, you can agree if you want to meet in person or virtually. If for any reason it’s not working out with your mentor, please get in touch with the Effie Academy as early as possible at bootcamp@effie.org.
Mentors have committed to 3 x 45-60 minutes mentoring sessions, in addition to a quick introductory call [15minsl. When you reach out to your mentor, you can agree if you want to meet in person or virtually. If for any reason it’s not working out with your mentor, please get in touch with the Effie Academy as early as possible at bootcamp@effie.org.
You can also reach out to the Effie Academy if you have questions – and of course it’s a great reason to connect with your Bootcamp cohort.
Don’t forget to look at your learning log and the slides from Bootcamp, plus the Effie case database for inspiration.
When do I need to submit?
You will find the timetable for your Bootcamp in the Bootcamp portal. Typically, it is 8 weeks after Bootcamp finishes. How long it takes will depend on where you are starting from. The form is not long, but the thinking about what to put in might take a while. If you need an extension, please email one of the Effie Academy team.
How is my project evaluated?
Projects are evaluated against the Effie Framework. Mentors are looking to see if you understand the concepts from Bootcamp well enough to be able to apply them in real life.
Each submission is assessed by minimum of 4 mentors. You will either pass straightaway or be asked to re-submit with feedback provided on where improvements can be made. When someone does not pass straightaway, Effie Academy faculty provide additional assessment and feedback. No grades or award levels are given – it is simply a pass or fail/resubmit.
While we hope that everyone will pass and go on to feature the Certificate in their resume, we do need to maintain the Effie quality standard.
How do I submit?
Submissions are via an online form, found in the Bootcamp portal.
Submissions are via an online form, found in the Bootcamp portal.
How do I know if I passed?
Participants will receive an email informing them of their certificate status – pass or fail (with option to resubmit). Participants will also receive constructive (anonymous) feedback from the mentors who assessed their work. Mentors do not evaluate the work of their mentee during the assessments.