TEAM CHROMATIC PLAN BOOK

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This document was produced by AdZou at the Missouri School of Journalism. The contents are the property of POYi. All information is confidential and proprietary and shall not be modified,

reproduced, distributed or used for any purpose without prior written consent of POYi. © Team Chromatic; April 27, 2015.

Table of ContentsEXECUTIVE SUMMARY SECONDARY RESEARCHPRIMARY RESEARCHTARGET AUDIENCECAMPAIGN STRATEGYMEDIA PLANBUDGETMEASUREMENTSMEET TEAM CHROMATICAPPENDIX

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TEAM CHROMATIC

Cover Photo by: Cameron Spencer

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EXECUTIVE SUMMARYPhoto by: Joel Sartore

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Through our primary and secondary research findings, we found two underlying trends of photojournalist’s attitudes toward the Pictures of the Year International competition.

ONE: Photographers enter into the contest majorly in hopes that they will gain recognition for their work. In a primary research survey taken by 110 professional photojournalists, 66% stated the most important factor they considered when entering POYi was to gain professional recognition.

TWO: Our target craves an online community to interact with his peers. From our secondary research, we found that POYi “has a need for a strategic communication plan centered around communicating the story and goals of the competition, highlighting the accomplishments of the award-winning photographers and building a community.”

Executive Summary OUR GOAL: brand POYi as the premiere photojournalism contest in the world that makes great photographers famous. To execute this goal, we decided upon leveraging our target, 25-30 year-old white males’ frequent engagement with brands they love on social media. To position POYi as the method to make photographer’s stories known, we will use Facebook, Twitter and Instagram as an online community where professional photographers can engage with the brand and follow their peers’ accomplishments. We will also leverage traditional media tactics in the form of posters and digital postcards to extol past winning photographer’s work on a public platform.

Photo by: David Chancellor

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SECONDARY RESEARCHPhoto by: Donald Miralle Jr.

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Pictures of the Year International was originally created to pay tribute to those press photographers and newspapers which, despite tremendous wartime difficulties, were making an impact on the way people view humanity. They now aim to provide an opportunity for photographers of the world to meet in competition and to compile and preserve a collection of the best in current, home-front press photos.

POYi began as a photo contest in the spring of 1944 in Columbia, Missouri when the Missouri School of Journalism sponsored its “First Annual Fifty-Print Exhibition” contest. POYi is now known as the leading professional non-profit photojournalism competition.

Our team has ascertained that POYi’s marketing and promotional strategies prove somewhat lacking, especially because POYi has established itself as the industry leader in the professional photojournalism sphere. Currently, POYi spends its entire $5,000 budget for a one month ad on pdnonline.com, from mid-December to mid-January. The brand is also active on its Facebook page and has created short micro-videos promoting the contest and open judging.

CompanyFacebook: 8,279 likes Twitter: 3,360 followersVimeo: 129 followers

PICTURES OF THE YEAR INTERNATIONAL IS THE OLDEST AND MOST PRESTIGIOUS PHOTOJOURNALISM PROGRAM PRODUCING THE BEST DOCUMENTARY PHOTOGRAPHY IN THE WORLD. THIS COMPETITION PROVIDES US WITH A VISUAL PORTRAYAL OF SOCIETY AND FOSTERS AN UNDERSTANDING OF THE ISSUES FACING OUR CIVILIZATION. PHOTOJOURNALISTS DOCUMENT THE NEWS EVENTS, SOCIAL ISSUES, AND CULTURAL TRENDS THAT CAPTURE OUR INTEREST. POYi RECOGNIZES THEIR ENDURING IMAGES AND SETS THE GOLD STANDARD FOR EXCELLENCE.

“

”— Museum of Photographic Arts

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IncomeALTHOUGH POYI IS A NONPROFIT BUSINESS, IT HAS FOUR MAIN SOURCES OF MONETARY INCOME:• ENTRY FEES: These are currently $50, with an additional charge if

entering a Premiere Category. • THE REYNOLDS JOURNALISM FOUNDATION: It funds educational

workshops and special exhibitions. It also pays for the shipping of winning prints to and from exhibitions around the country.

• THE ANNENBERG FOUNDATION: This organization covers the cost of producing the POYi exhibit at the Annenberg Space for Photography. This partnership is subject to renewal each year.

• OCCASIONAL PRIVATE CONTRIBUTIONS: This is a very small percentage of the total income. According to Dees and Anderson (2003), “Donors should be attracted to the possibility of their dollars having greater social impact when combined with the revenues earned from income activities.”

According to our research, the value of an award from POYi has decreased in recent years, in part due to the poor budget. However, some of the perks of an award include community awareness, additional work and job promotions.

SOCIAL MEDIA STATSPOYI

8,345 likes

1.25 posts/week

36 likes/post

3,953 followers

3 Tweets/week

1/Retweet/post

N/A

N/A

N/A

WORLD PRESS PHOTO

193,993 likes

5.25 posts/week

131 likes/post

131,000 followers

53.5 Tweets/week

6 retweets/post

4,127 followers

9 Posts/week

70 favorites/post

NPPA BOP

8,855 likes

7.5 posts/week

23 likes/post

31,400 followers

12.25 Tweets/week

8 retweets/post

N/A

N/A

N/A

IPA - THE LUCIE AWARDS

29,693 likes

0.25 posts/week

10 likes/post

533 likes

Inactive since 11/14

2 retweets/post

N/A

N/A

N/A

ATLANTA PJ SEMINAR

1,417 likes

0.25 post/week

3 likes/post

666 followers

1 Tweet/week

1 retweet/post

306 followers

Inactive since 11/14

8 favorites/post

FACEBOOKPOSTS/WEEKLIKES/POSTTWITTERAVE. TWEETS/WKRETWEETS/POSTINSTAGRAMPOSTS/WEEKFAVORITES/POST

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Based on our secondary research findings, the POYi consumer is broken down into three categories. Content providers are the photographers who submit their work to the competition. Content consumers are divided into two separate groups: photography enthusiasts and students/researchers. For the purpose of our analysis, we will primarily be focusing on photographers.

Photographers’ lifestyles aren’t exactly glorious. They work long hours in tough conditions, they are underpaid and the job market remains uncertain. In regards to the consumers’ relationship with POYi, they have predominantly submitted to the contest more than once. The current market is made up of staff, agency and freelance professional photographers.

In our secondary research, we concluded that the main reason photographers enter the annual POYi competition was to gain professional recognition for their work. We also discovered a desire to establish connectivity with other freelance journalists to help them workshop with one another to create friendships and advance their careers. The journalism industry’s current perception of the POYi competition is mainly positive, with an overall high regard toward the POYi historical archives that showcase the competition’s experienced and traditional background.

To gather previous information about the entrants of POYi, we looked at the graduate project entitled, “Pictures of the Year International: strategies for generating earned income” by James A. Maritz, IV published in 2010. Most photographers in these secondary findings stated their high-involvement with the contest, despite the fact that most had entered into other competitions. Photographers provided several suggestions that would strengthen POYi. They suggested including a potential partnership with NPR and that POYi continues to add diversity to the judging panel. Multiple consumers showed interest in the idea of a professional lecture series that would provide educational reach to the entire field of professional photographers while simultaneously promoting POYi throughout the year.

Consumer WHEN I’M TAKING PHOTOS, THE MOMENT IS KEY. HAVE I SEEN A PHOTO THAT LOOKS EXACTLY LIKE THIS? I WANT TO DO IT BETTER, I WANT TO BEAT THEM. LET’S TRY TO GET IT FROM A DIFFERENT ANGLE. EVERYONE HAS A STORY AND I WANT TO TELL IT IN THE MOST CREATIVE WAY POSSIBLE.

“

”— Consumer Insight

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WORLD PRESS PHOTOBegan in 1960.Executive board and an advisory board. 25 full time staff members.FreeFirst prize in all categories is €1500. Overall World Press Photo of the year: €10000 and Canon donates a DSLR camera and lens set to the winner.All prize-winning photos go on exhibition tour in 100 cities, 45 countries. Also included in annual yearbook, distributed in seven different languages.9 categoriesJury operates independently and a secretary who has no vote safeguards fair and balanced judging systemJoop Swart Masterclass,Dutch Postcode Lottery,Canon & others. World Press Photo Exhibit,Joop Swart Masterclass,Educational Programs,PublishingFacebook & Twitter

NPPA BEST OF PHOTOJOURNALISMNPPA founded in 19478 Committee members

Free1st Place Winners receive a plaque. Honorable mentions receivea certificate. No cash prizes.

n/a

90 categoriesAbout 50 working professional judges around the world will be used a "direct-to-judges" system.Poynter, Ibibli, Camera Bits, Ohio University, St.Petersburg Times

Discussion boards, Job Bank, Workshops, Seminars, Mentoring program, Business practice information

Facebook, Twitter, Vimeo & LinkedIn

IPAS (THE LUCIE AWARDS)Records online dating back to 20037 members on its full time staff $35, $60, $25 (Single, Series, ADD’L) Lucie Statue, $10,000 cash prize, work exhibited, two tickets to the Lucie Awards, published in the IPA Annual and newsletter to over 50,000 IPA members. n/a

11 categories The IPA invites creatives and photography experts to view and select the most innovative photographs; new jury each year .Award Sponsor, Corporate Partners, Association Partners

Annual IPA Book: $80

Facebook, Twitter, Vimeo & Flickr

ATLANTA PHOTOJOURNALISM SEMINARFounded in 1973

15 for 2014$45 per photographer or multimedia team$100 - $1,000

n/a

16 categoriesContest judges consist of seminar faculty members, open elimination rounds and closed portfolio judging.Nikon, Canon, Associated Press, Grady College, USA Today Sports, NPPA, Manfrotto, thinkTank photo, ZUMA Press, VisComn/a

Facebook, Twitter, Vimeo& Instagram

POYIBegan in 1944One full time director, five to six part time coordinators, and a ten person advisory board$50 one-time entry fee; $50 premier categoriesBest of journalist: $1000 grant, Crystal Plague

2014 exhibit at Newseum in DC, 2013 exhibit at MOPA in San Diego, 2012 exhibit in Chicago, 2011 exhibit at Newseum in DC.44 categoriesHigh standard judges, open forum judging style almost like an “event”

RJI, Nikon Professional services,Millers professional imaging, Annenberg Foundation, PhotoPhilanthropyAnnenberg Exhibition,Emerging Vision Incentive

Facebook, Twitter & Vimeo

HISTORYSTAFF

ENTRY FEEPRIZES

EXHIBITIONS

CATEGORIESJUDGING

SPONSORS

SUPPORTING ACTIVITIES

SOCIAL MEDIA

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The internal characteristics of POYi that gives it an advantage over its competitors:• Online, live judging which allows for complete transparency• Conducted in an educational setting for educational motives• POYi extensive archives that date back to 1943 - 40,000 winning images• Exhibitions in US and internationally that continue to grow at a rapid pace• Exhibitions allow for tons of visual exposure for photographers and their

organization• Strong judges from credible news and media organizations who

physically sit down and study all entries• POYi is affiliated with the Missouri School of Journalism, a prestigious

and well-known journalism institution • POYi does not own the copyrights to the photos, but does own the right

to reproduce them solely for promotional and educational purposes • The use of Adobe Connect and the live chatroom creates a portal for

people in the industry to exchange ideas and form a community.

The internal characteristics that place POYi at a disadvantage relative to its competitors:• Lack of analytics for advertising, social media and website data• Low usage of social media• Low involvement in new categories• Lack of awareness/advertising in general (brand foundation and focus)• Lack of sustainable revenue source

Strengths Weaknesses

Elmer Staab — 1943

David Mann— 1943 239 DAYS

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The elements in the external environment that POYi can exploit to its advantage:• Exhibitions are new and becoming

more popular nationwide• Provides the opportunity for

photographers to extend reach of their image

• Can showcase the positive societal impact/education the winner’s image creates

• Publication of an annual POYi book• Sells POYi branded merchandise• Establishes partnership with

potentials organizations: PPA, NPR, WPPI, ASMP

• Utilizes social media to position POYi as an expert in all things photojournalism and expand the scope to generate a larger following. POYi will then be able to create and curate content in this area.

The elements in our external environment that could cause trouble or pose a threat for POYi:• Cost of entry• International Photography

Awards (free to enter, biggest competition)

• World Press Photo • Lack of awareness from the

general public

Opportunities Threats

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PRIMARY RESEARCHPhoto by: Brian Skerry

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We chose surveys because they were easy to distribute to the participants we identified, some of whom are in geographically unsuitable locations for personal interviews. Our team created a survey on Qualtrics and distributed them to Pictures of the Year International’s email roster of about 1,500. Many of them were outdated and incorrect, but we received 110 fully completed surveys to help us find the information we needed to ensure an effective advertising campaign.

PlanningSTEPS FOR PRIMARY RESEARCH SURVEY:1. DEVELOP RESEARCH OBJECTIVES2. WRITE QUESTIONS3. TEST QUESTIONS4. SEND OUT SURVEYS5. SEND OUT REMINDERS6. CLOSE SURVEY7. DIGEST RESPONSES

—Team Chromatic Primary Research

45% OF PHOTOGRAPHERS SURVEYED SAID THAT INCREASING COMMUNITY AWARENESS OF THE ISSUES THEY PHOTOGRAPH IS THE MOST VALUABLE TAKEAWAY FROM WINNING A POYi AWARD.

“

”

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WHEN ASKED ABOUT THE ENTRY PROCESS RESPONDENTS SAID: • Out of the respondents that

took our survey, 92% submitted work to Pictures of the Year International within the last five years. The median number of years the photojournalists submitted is three years and the average was six years.

• When asked who paid for their entry fee, 55% of respondents paid out of pocket, 32% said their company or agency paid and 13% said other, with the main response being that it mainly depended on the year.

To the right, you can find a chart of how survey respondents learned about POYi.

WHEN ASKED ABOUT THEY CHOOSE TO ENTER RESPONDENTS SAID: • 66% of people said professional recognition is the

most valuable thing they believe they will take away from winning. 45% of people said raising awareness of the issue they photographed was the number two most important goal in entering. No respondents said that having their work exhibited was the most important goal in entering.

• The overall mean values for each category (with “1” being most valuable): Professional Recognition 1.51, Community Awareness of Subject Matter 2.23, Job Opportunities 3.42, Work Exhibited 3.76, Prizes (Monetary) 4.21, Other 5.86.

• On the most important factors that they consider before entering other photojournalism contests, 95% consider the contest’s reputation, 64% consider the entry fee, 36% consider the Judging Criteria, 33% consider the awards, and 27% the accessibility.

Entry Purpose92% entered in the last 5 years

Median: 5 Years Average: 6 YearsNumber of years entered:

Discovered POYi through:

51%19%

12%

11% POYi Social Media (1%)

Search Engine (3%)Other (4%)

POYi Website

Friends

School Professional Contacts

66% had professional recognition as the most valuable part of winning.

66%

1.51

2.23

3.76

4.21

3.42

COMMUNITY AWARENESS

CONTEST REPUTATIONENTRY FEEJUDGINGCRITERIA

JOB OPPORTUNITIES

WORK EXHIBITEDMONETARY

PRIZES

PROFESSIONAL RECOGNITION

MEAN VALUES FOR EACH CATEGORY (1 BEING MOST VAULAUBLE)

IMPORANT FACTORS CONSIDERED WHEN

ENTERING CONTESTS

95% 64% 36%

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WE ASKED HOW POYI MEASURED UP AGAINST COMPETITORS:• And how likely they were to

enter the same photos into other competitions:

51% said they were “very likely” to enter their same photos into another contest32% said they were “likely” to enter their same photos in a different contest

• In 2015, 92% submitted to other contests (including WPP, NPPA BOP, IPA, Atlanta PJ Seminar)

• In asking what other PJ contests they entered, 88% responded with WPP, 54% with NPPA BOP, 19% with IPA, 14% with the Atlanta PJ Seminar.

WHEN ASKED ABOUT THE JUDGING PROCESS RESPONDENTS SAID:• 65% of respondents said that it is “somewhat important”

or more to be able to watch the Judging online. • 17% of respondents watch more than 5 hours of

judging, 10% watch 10 hours, while 60% reported watching at least an hour.

• On a scale of 1-7 asking how satisfied they are with the judging process (7 being very satisfied), the mean score was 4.5 with 53% of respondents reporting a 5 or higher.

• 41% of people responded that they had no issues with the judging process. 17% had an issue with the final selection of awards, 10% had an issue with the choice of judges and 12% had an issue with transparency in regards to the judging process.

• 16% of respondents have attended a judging session in person; 84% have not.

• 89% of respondents watch judging of categories other than just the ones to which they submit.

Competitors Judging

92%88% 54% 19% 14%

PERCENT THAT SUBMITTED TO OTHER PHOTOGRAPHY CONTESTS THIS YEAR.

OF RESPONDENTS WERE LIKELY OR VERY LIKELY TO ENTER THE SAME PHOTOS

WHERE THEY SUBMITTED

WPP NPPA’s BOP

IPA Atlanta PJ Seminar

83%

60%OF RESPONDENTS WATCHED AT LEAST AN HOUR OF ONLINE JUDGING VIA THE LIVE WEBCASTS.

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Nearly all of our survey participants are comfortable with POYi publishing an annual book of the winning images. Of the people who weren’t comfortable, they believed there were too many winners for a book to be a plausible idea.

WHEN ASKED TO CHECK ALL THAT APPLIES TO WHERE THEY WANT THEIR PHOTOS TO BE DISPLAYED IF THEY WON:• 81% said museums/galleries,

69% said online, 68% said open exhibition spaces, 60% said universities, 7% said other. Other respondents said they would like for their work to be displayed mainly overseas and in print publications.

When searching for “Photojournalism Contest” on Google, POYi is #19 on the list of search results (as of 4/26/15). When we searched for “photojournalism contest” on Bing, POYi didn’t show up anywhere on the first five pages.

Traditional Displays Digital and Sodial Media Presence

WHEN WE ASKED OUR RESPONDENTS ABOUT THE KINDS OF SOCIAL MEDIA THEY USED:• Over 75% said that they have Facebook, Instagram

and Twitter accounts. • Since the contest only runs for a few weeks a

year, the social media is quite cyclical and 76% of respondents said they interact with POYi on social media less than once a month.

WHEN WE ASKED THE RESPONDENTS IF THEY INTERACTED WITH POYI ON SOCIAL MEDIA:• 74% said they “Like” POYi on Facebook• 45% said they “Follow” POYi on TwitterWHEN ASKED WHAT TERMS RESPONDENTS WOULD USE TO

FIND OTHER CONTESTS LIKE POYI, 93% USED THE WORD “PHOTO” AND 60% USED THE WORD “JOURNALISM.”

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From the 110 surveys we received, the majority (39% of entries) were from freelance photojournalists. Other photojournalists were mainly from wire agencies (17%) and medium newspapers (16%). Almost three quarters of POYi entrants are male and a little over 60% identify themselves as caucasian. Entries from POYi are mainly from the United States, but Italy and China also submit a significant amount of photos too. Typically, the majority of entries are in the Still Photography Division (75%), but POYi also sees a large amount of entries coming from the Sports Division (39%), Premier Division (28%), Visual Editing (27%) and Best Publication (5%).

DemographicsWHEN WE ASKED ABOUT WHAT POYI COULD DO BETTER:• 39% said Promotion • 29% said the Award System• 29% said Other

The “Other” category we gave our participants the option to write in their suggestions, with more stable Webcasts, Better Defined Categories and an Annual Book being recurring responses.

Room for Improvement

#1 PROMOTION#2 AWARD SYSTEM#2 OTHER

WEBCAST STABILITY

MORE DEFINITION TO CATEGORIES

ANNUAL YEARBOOK

60% OF RESPONDENTS ANSWERED AS IDENTFYING AS CAUCASIAN.

72% OF RESPONDENTS ANSWERED AS IDENTFYING AS MALE, 22% AS FEMALE AND 6% DIDN’T ANSWER.

60% OF RESPONDENTS ANSWERED AS IDENTFYING AS CAUCASIAN.

72% OF RESPONDENTS ANSWERED AS IDENTFYING AS MALE, 22% AS FEMALE AND 6% DIDN’T ANSWER.

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TARGET AUDIENCEPhoto by: Mark Kelley

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Target AudienceSO WHO IS THIS GUY?We named our target the “Social Freelancer.” He is an Caucasian American male between the ages of 25-34 who routinely submits his photos to the POYi competition. He enters this competition as opposed to others because he feels he can gain professional recognition for himself and promote the community issues he photographs. He also chooses POYi based on the brand’s credibility and reputation. However, he is concerned about the entry fees the organization imposes upon entrants. He is active on his own social media, including Facebook, Twitter and Instagram. He most likely ‘Likes’ POYi on Facebook, but engages with the brand less than once a month. He is also unlikely to have ever seen the POYi advertisement. As a freelancer, he found his passion for photography early on and competed in contests starting in his youthhood. He likes the POYi competition but wishes there were more of a community where he could share his photos and learn from other professional photographers.

WHY WE CHOOSE HIMIn our survey results, we found that:• Entry fee was a large point of concern amongst our

photographers. Many cite the fact that not only do other similar competitions have no entry fee, but they also provide monetary prizes and tickets to award ceremonies. In addition, many survey respondents said that the entry fee was a major part of their decision regarding which contest to enter.

• He rarely engages with POYi. We speculate this is because there is not much activity on POYi’s social media platforms in the off-season.

• One respondent even cited that he first heard about POYi through another photographer’s Instagram account.

• Social Freelancer is detail-oriented and tuned in to current events and the world around him.

I PERSONALLY POST PHOTOS AND WORK TO SOCIAL MEDIA TO SHOW MY PHOTOS ON MULTIPLE PLATFORMS. FOR SOME THINGS I ABSOLUTELY POST FOR LIKES. IT’S GREAT WHEN COLLEAGUES AGREE WITH MY OPINION IF SOMETHING IS GOOD. BUT FOR THE MOST PART, I DO IT BECAUSE I JUST WANT TO SHOW MY WORK REGARDLESS OF LIKES.

“

”— David Welker Gwinnett Daily Post

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ONLINE HABITSHe often looks at the New York Times’ Lens Blog and Time’s Lightbox to gather news and industry information. He appreciates when photojournalism news and current events are easily accessible through social media accounts. He checks his personal social media accounts multiple times a day.

When I’m taking photos, the moment is key. Have I seen a photo that looks exactly like this? I want to do it better. Let’s try to get it from a different angle. Everyone has a story and I want to tell it in the most creative way possible.

“

”

Target Audience

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THERE’S ALWAYS SOMETHING GOING ON AROUND ME. SOMETIMES IF YOU LOOK AT THE BIG PICTURE, IT CAN SEEM OVERWHELMING BUT HAVING THE PATIENCE TO CAPTURE TINY DETAILS MAKES THE BEST STORIES COME TO LIFE.

“

”

AS A PHOTOGRAPHER, I SEE THINGS IN A DIFFERENT WAY THAN MOST; I CAPTURE THE UNIQUE MOMENTS OTHER PEOPLE USUALLY WALK RIGHT PAST.

“

”

PERCEPTION

PATIENCE

Target Insights

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CAMPAIGN STRATEGYPhoto by Bulent Kilic

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Creative BriefWHY ARE WE ADVERTISING?Our goal is to position POYi as the world’s leading photojournalism competition by using and expanding POYi’s social media platforms to engage with the target and create a greater overall awareness.

WHO ARE WE TALKING TO?We’re targeting our “Social Freelancer” we talked about previously. He is an American Caucasian male between the ages of 25-34 who routinely submits his photos to the POYi competition.

POINTS OF DIFFERENTIATION:• Through the open judging process, POYi fosters a community of

camaraderie which challenges entrants to produce their best work. • POYi has the unique opportunity to become an industry expert via

their social media channels thanks to the organization’s credibility and outstanding reputation.

BRAND STRATEGY STATEMENT:Make POYi the authorative voice on all things photojournalism through growing its social media presence.

Photo by: Chris Detrick

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THE BIG IDEA:EMPOWERING THE WORLD’S GREATEST PHOTOGRAPHERS TO MAKE THEIR STORIES KNOWN

66% OF PHOTOGRAPHERS SURVEYED SAID THAT PROFESSIONAL RECOGNITION IS THE MOST VALUABLE THING THEY WILL GAIN FROM WINNING A POYI AWARD.

“

”—Team Chromatic Primary Research

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Creativity TimeA winning POYi photo is representative of the issues and cultural environments of that time. Therefore, all campaign deliverables will be cohesive and contain all of the following elements:

ALL COPY WILL BE WRITTEN WITH THE FOLLOWING TONE WORDS IN MIND: erudite, reverent and transparent to correlate with the ideals of the Social Freelancer.

POYI COLOR SCHEME:

R: 0G: 0B: 0

R: 149G: 41B: 38

R: 51G: 51B: 51

R: 255G: 255B: 255

Black White

Red Dark Gray

ERUDITE: adjective — er·u·ditehaving or showing knowledge that is learned by studyinglearned, scholarly, educated, knowledgeable, well read, well informed, intellectual; intelligent, clever, academic, literary, sophisticated, cerebral

REVERENT: adjective — rev·er·entshowing a lot of respect : very respectfulrespectful, reverential, admiring, devoted, devout, dutiful, awed, deferential

TRANSPARENT: adjective — trans·par·enthonest and open : not secretiveself-evident, undisguised, unconcealed, patent, clear, unmistakable, easily discerned, indisputable, unambiguous, unequivocal

LOGO:SOCIAL MEDIA HANDLES:

SERIOUS PHOTOGRAPHY. SERIOUS RECOGNITION.

TAGLINE:

• facebook.com/PicturesOfTheYear• twitter.com/PicOfTheYear• instagram.com/POYi

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Campaign Strategy

EVERY YEAR SINCE 1944, THE MISSOURI SCHOOL OF JOURNALISM HAS RECOGNIZED THE BEST WORK IN PHOTOJOURNALISM THROUGH THE PICTURES OF THE YEAR INTERNATIONAL CONTEST.

“

”— Brian Clark Howard National Geographic

SOCIAL MEDIA PLANS: Social Content Calendar

A social media content calendar helps to organize the way that you post to your social media accounts.

Social Media InternA social media intern will give POYi a dedicated person that is knowledgeable in all aspects of social media and responsible for posting.

Instagram Account LaunchA Instagram account provides an additional platform for our audience to interact with POYi. This medium is socially and visually based. It communicates directly to the target persuading him to engage with POYi.

DIGITAL PLAN: Organic Search (SEO)

A way of revising POYi’s website to raise its position when people search for terms related to the competition.

Paid Search (PPC)A service that places POYi as the top result when people search for terms related to the competition.

Digital Ads / Display NetworkDisplay Network places various types of advertisements on websites that are relevant to photojournalism and displays ads to people who are likely to be attending the competition.

Email MarketingA strategy to effectively use the extensive POYi email database to communicate with past competitors.

TRADITIONAL MEDIA PLAN: Posters

A physical sendout to the newsrooms that will persuade Social Freelancers to enter in POYi.

PUBLIC RELATIONS PLAN: Webcast Workshop

Combining some of POYi’s strengths: its abundance of knowledgeable photographers in the field and the online component of judging. This workshop will bring further brand interaction with the target.

Content Marketing: BlogThe creation of a blog as another way for photographers to keep up to date with POYi and the photojournalism world in general.

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TACTICSPhoto by: Alex Goodlett

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Tactic: Social Media CalendarOur team will provide a one month social media calendar filled with sample content, ideas and other ways to generate leads. Ideas of sample posts our team thought of are but not limited to:• Mini profiles on winners, after contest• Mini profiles on judges/previous judges, before contest• Historical Photos #TBT• Current Events related to the photojournalism industry• Exhibition Journey - photographs documenting the life cycle of the

exhibitions (packing, unpack, display, last call, etc.)• Mini photographer updates (ongoing projects, awards, etc.)• Emotional stories and audience responses

OCTOBER#TBT — █JUDGE BIO — █WINNER BIO — █ INDUSTRY NEWS — █

EXHIBITIONS — █FEATURES — █

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY

1

8

15

22

29

7

14

21

28

2

9

16

23

30

5

12

19

26

4

11

18

25

6

13

20

27

3

10

17

24

31

FRIDAY SATURDAY

WHY THIS MAKES SENSE:• A social content calendar will allow POYi to plan a month worth of social

media posts in advance so that the brand is seen as consistent and professional.

• The calendar will detail which platforms to post on and what type of content to share each day.

• Examples of this may be a Facebook post about a past winner or a tweet reminding all followers of the entry deadline.

• The calendar will keep all posts organized and consistent throughout the year and not just around peak contest season.

SUPPORT FOR THIS TACTIC: • Current POYi social media

activity is sporadic and could be used more effectively to gain more followers and build user engagement.

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Tactic: Social Media InternTo get the best results and make sure POYi’s social media pages are kept up-to-date, hiring a social media intern would be the ideal situation. The Missouri School of Journalism’s Strategic Communication students are always looking for work experience in social media, so finding an intern could be done through the school.

WHY THIS MAKES SENSE:• Hiring a social media intern to

manage all POYi social accounts will increase organization and consistency on all social platforms.

• The intern can manage content and create the proposed content calendar.

• He or she can also interact with users on social platforms on a more frequent basis, give mandatories for when work is shown elsewhere and search for user generated content to use on any platform.

A SOCIAL MEDIA INTERN’S RESPONSIBILITIES WOULD INCLUDE:• Run all social media accounts: two - three posts per platform per week The intern can use tools like Hootsuite to plan and manage posts for: Facebook Twitter Instagram• Manage and create social media calendars• Give mandatories for when work is shown elsewhere• Blog posts• Analytics Gathering all analytic data and organizing it into one place• Email marketing (four digital postcards per year)• Search for user-generated content to plug when applicable

Examples include Exhibition photos, positive news on the the competition, Cat Pictures of the Year, etc.

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Tactic: InstagramPOYi will create an Instagram account posting #TBTs (ThrowbackThursday) where the account posts past winning images extolling the winning photographer. The account will also post current happenings with the contest including: Moments from the judging process and moments from the awards ceremony.

WHY THIS MAKES SENSE:• Instagram is a very visual platform which would allow POYi to build

community awareness for the contest and the photographers and issues the images present.

• These serious photographers want serious recognition, this account gives winners the recognition they crave and make everyone else want to be recognized for their work too.

• The winning images POYi has archived are all incredible and we believe that this platform would attract both brand-familiar photographers as well as general followers who would be enticed by the quality and content of the photography.

• Instagram can be used as a daily point of engagement with past winning images and to gain exposure for the photographer.

SUPPORT FOR THIS TACTIC: • 77% of respondents from our

primary research survey said that they have an Instagram account.

• When provided with a sample Instagram post in the survey, 65% of the respondents indicated that they would be somewhat likely or more to “like” the post.

• 60% say they are somewhat likely or more to visit the photographer if they were linked.

• For 66% people professional recognition is the most valuable thing they believe they will take away from winning -- Chromatic primary research

87% OF PHOTOGRAPHERS SURVEYED HAVE A FACEBOOK; 77% HAVE AN INSTAGRAM; 74% HAVE A TWITTER.

“”

—Team Chromatic Primary Research

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Tactic: Organic Search Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. We will utilize Search Engine Optimization (SEO) to rank POYi higher on Google.

WHY THIS MAKES SENSE:• One of the most reliable ways to improve traffic is to achieve a high

ranking on search engine return pages (SERPs). • We expect POYi’s website link to rank first when “photojournalism

competition” is searched.• We will use this tactic to ensure daily web traffic for common brand

promotion purpose.

SUPPORT FOR THIS TACTIC:• Webmasters Get data, tools and diagnostics for a healthy, Google-friendly site. Understand and improve POYi website in Google Search.• Google Analytics

• Google Analytics showlets and smartphones. That makes it easier to serve your current customers and win new ones.

• Know your audience and analyze visitor traffic • Trace the customer path. Get to know where customers are

can be as critical as who they are. • See what they're up to. Learn what they're looking for and

what they likes you the full customer picture across ads and videos, websites and social tools, tab

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Tactic: Paid Search (PPC)Paid search refers to any search process where results are dictated by payment from advertisers. PPC is a specific kind of business relationship where advertisers pay search engines or other Web hosts when ads are clicked, which gives the host entity incentive to display the ads as search results.

WHY THIS MAKES SENSE: • With organic results decreasing rapidly further down the screen, it’s vital

that POYi appears within the top five results in order to stand a chance of click-through. PPC is the fastest way to get to the top.

• Although many searchers prefer to click on the unpaid listings, there is a sufficient amount of searchers who click on the paid listings (typically around a quarter to a third of all clicks). With careful control, Adwords can drive quality traffic to POYi to get a greater return on investment.

• We will use this tactic primarily for important events during the judging period.

SUPPORT FOR THIS TACTIC:• Google Adwords - The Google

Search Network. Google AdWords is by many measures the most popular paid search platform used by search marketers.

• Stumbleupon’s paid discovery. With paid discovery, you pay for actual viewing of your landing page (that’s why it’s important to have a website) at prices starting at $0.05 USD per visitor, which is about 10% of the cost of most AdWords Ads.

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Display Network places all types of ads - text, image, interactive - on websites that are relevant to photojournalism and shows ads to people who are likely to be attending the competition.

Tactic: Digital Ads/ Display Network

WHY THIS MAKES SENSE:• Place ads on a variety of news sites, blogs and other niche sites across

the internet to reach more potential customers. • We will use this tactic primarily for important events during the judging

period.• Call for entries before the judging• Promotes the exhibition and winners after the judging

SUPPORT FOR THIS TACTIC:• Google Display Network. The Display Network reaches

90% of Internet users worldwide and includes more than 2 million publisher sites like nytimes.com and weather.com (Source: Comscore 2013).

• This case shows how image ads increase conversions: Using image ads on the display network to showcase their handmade murphy beds, Bedder Way has increased their conversions on display by 50% and decreased their cost per conversion by 25% year over year. As a photo contest, we should definitely utilize this visually nature appeal to promote ourselves. Use winning photos as visual elements.

• Remarketing: Once people have visited POYi, we will use remarketing lists to keep POYi top-of-mind and help those interested photographers submit their work for competition.

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Tactic: Email marketing (digital postcards)Email personal digital postcards to photographers on the email list quarterly.

SUGGESTED THEMES FOR EACH:January postcard — Information about judging process and recall.April postcard — Information about educational awards. July postcard — Information Museum exhibitions.October postcard — Information about entries. Call to action.

WHY THIS MAKES SENSE:• Recipients will be pleasantly surprised to receive an email quarterly from

POYi, since they are not used to regular contact. Targets will be updated about interesting and informative marketing content. This creates general brand top-of-mind awareness during certain quarters, and calls them to act (enter) in others.

SUPPORT FOR THIS TACTIC:• “POYi has a need for a strategic communication plan centered around

communicating the story and goals of the competition, highlighting the accomplishments of the award-winning photographers, and building community” --Strategies for Generating Earned Income

Stuart Palley1rd Place, Science & Natural History

Freelance

The community of exceptional photographers is second to none in POY. There’s no other place to challenge myself and learn from the best story tellers in the world.

Dear Photographer,

Don’t forget to submit your entry before February 1st for your work to be considered

for the 73rd Pictures of the Year International competition. When you enter into POY, you’re not

just entering into a photo contest, you’re entering for the chance to make an impact

on the way people view the world. This is your chance to share the stories you worked

so hard to uncover.

”“

Serious photographers. Serious competition.

Connect with us: POYi.org/exhibitions

July postcard example, front. July postcard example, back. Right: January postcard example.

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Tactic: PostersPosters would have a past winning image, the photographer’s name and caption. Posters would be matched and mailed to the major news organizations where the winning photographer worked when he took the photo or currently works.

WHY THIS MAKES SENSE:• Top-of-mind awareness: Photojournalists will view the poster every day

creating top-of-mind awareness for POYi as the world’s premiere photo competition.

• Follow The Leader: the target would see the poster of a winning image from a photographer he knows and reveres; this would motivate him to enter into the contest and follow in the winning photographer’s footsteps. Seeing the photographer's work being praised on such a public platform will motivate photographer to make his work known too.

SUPPORT FOR THIS TACTIC:• For 66% of people surveyed, professional recognition is the most

valuable thing they believe they will take away from winning. — Team Chromatic primary research

• When considering the factors that they consider before entering into other photojournalism contests, 95% consider the contest’s reputation. — Team Chromatic Primary Research

Poster example 1

Poster example 2

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Tactic: Webcast WorkshopA webcast workshop is a video broadcast of a workshop transmitted across the internet. This virtual promotional event would be hosted by past POYi winners and would take place in the ‘offseason.’

WHY THIS MAKES SENSE:• The event would target past and future entrants, engage them with the

POYi brand and keep POYi in their minds during the ‘offseason.’• The event enhances the community aspect of the brand and promotes

the idea that a photojournalist can develop themselves through POYi. • The event highlights the online broadcasting forum, which is one of the

unique selling points of POYi.

SUPPORT FOR THIS TACTIC:• In our research, survey respondents spoke highly of the judging live

stream webcast as an incredible resource for learning about the industry and specifically requested POYi to make a more serious commitment to broadcasting in the future.

• The webcast would use Adobe’s live stream system, which is the same software as POYi judging.

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Content marketing is an ongoing process and strategic marketing approach focused on disseminating relevant, valuable and consistent content - in this case, blog posts - that is informative or entertaining to the consumer. We suggest launching a POYi blog with 2 to 3 posts per month written by the social media intern and guest bloggers.

Tactic: Content marketing strategy (Blog)

WHY THIS MAKES SENSE:• One main goal of our campaign is to position POYi as the top-of-mind

brand for photojournalism competitions. POYi must deliver industry expertise to legitimize barriers like the high entry fee.

• Adding a blog will drive traffic to the POYi website and add meaning to social media posts.

• Through relevant, consistent content that appeals to the Social Freelancer and demonstrates POYi’s authority as an industry expert, POYi can increase brand image and user engagement on all social platforms.

SUPPORT FOR THIS TACTIC:• Content marketing is a key strategy for thought leadership.• MU Web Communications could set up the blog for the POYi website or

POYi could use an outside blogging platform like WordPress or Blogger.

“JOHNATHAN ROBERTS”, SOCIAL FREELANCER5/12/15MOCK BLOG POSTA City Divided.

Today I walked out of the familiar Ezeiza Airport and into the middle of fall: a beautifully crisp and sunny 60 degrees--so naturally everyone was donning their puffer coats and wool hats. I guess the travel books I never read were right when they said the city comes alive in summer. This is not their summer, as noted by looks just short of terror as the wind barreled through the pick up zone an feathered the dark hairs of everyone around me.

On my first day living in Buenos Aires, the thing that lends itself most prominently to my memory is that of the protesting. Protests everywhere. Protests about the economy. Protests about Cristina Kirchner, their president. The second thing I most remember was the degree of striking homelessness in the city. Men and women sleeping on unfolded cardboard boxes outside banks in the financial district, sitting in front of coffee shop windows watching patrons sip 50 peso cappuccinos. Hundreds of homeless people reside in Recoleta, a neighborhood socioeconomically equivalent to the Upper East Side in New York City. Every person I approached proved reluctant for me to take his or her photo. Within 24 hours, I learned that Portenos, or the city-dwellers, are dubious people. I’m not sure whether this reluctance stems from the fact that I’m clearly not Argentinean, or the fact that I’m just another stranger.

Either way, the photos that I have taken prove pretty morose. I guess if I’m documenting my time as a photographer telling the story of a once thriving economy fallen from grace, I’m not going to have the most upbeat stories to share. I do feel the stories I uncover here will prove indespensable to create a discussion about class inequalities around the world. As a first time POYi entrant, I hope my photos can educate the world on the social and economic plights occurring in South America. I already know this city has so many stories to tell.

Until next time,

Johnathan

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Tactics: TimelineJUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY

SOCIAL MEDIACONTENT MARKETINGEMAIL MARKETINGSEOFACEBOOK PROMOTIONSPOSTERSThis timeline will help keep track of when you should be utilized each tactic. Use should gradually build up and be more aggressive dung the months leading up to the competition and then allow for a natural dip during the summer months. The SEO is scheduled for the summer since the summer months are likely when the website receives the least amount of traffic, so construction will bother the least number of people.

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BUDGETPhoto by: Mario Tama

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Budget

SOCIAL MEDIAPOSTERSEMAIL MARKETINGINTERNDISPLAY ADS/PPCSEARCH ENGINE OPTIMIZATION

$840$300

$0$2160

$0$1700

TOTAL: $5000

STRATEGY COSTFacebookWe chose to put money into promoted Facebook posts rather than display ads and PPC because we feel we will receive more impressions on Facebook than value through PPC.

PostersThe posters will be placed in top agencies and wire services to promote the brand. We feel these posters will entice photographers to submit their work when they see the work their peers have been recognized for.

Social Media InternThe social media intern will take most of the budget, however, they will be the most valuable asset to POYi.

SOCIAL MEDIA INTERN

SOCIAL MEDIA

SEARCH ENGINE OPTIMIZATION

$2160 — 43%

$1700 — 34%

$840 — 17%

5 HRS/WEEK48 WEEKS/YEAR$9/HOUR

BASED ON QUOTE FROM LOCAL WEB COMPANY HUB & SPOKE

$30/DAYACROSS A 28 DAY CAMPAIGN DURING SUBMISSIONS

BASED ON PRINTING AND SHIPPING COST FOR 50 POSTERSPOSTERS

$300 — 6%

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MEASUREMENTSPhoto by: Javier Arcenillas

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Measurements: Digital MeasuresKLOUT provides one of the best ways to evaluate overall social media activity for all platforms for a brand. A free account will combine all social media posts and give a nice temperature reading across all platforms with a numerical score that can change on a daily basis.

AWARENESS-Reach, total impressions for paid social campaign-Search ranking improvement-Number of posters distributed-Number of digital postcards sent out

INTEREST-Click-throughs to website from paid social/search-Number of new followers/fans on social media-Engagement (likes, retweets, shares, favorite, etc.)-New email inquiries or phone calls resulting from promotions

ACTION- Submit email address on website to receive newsletter (we need a way to capture email addresses on POYi website)- Competition entry submissions

GOOGLE ANALYTICS for POYi’s website will allow you to monitor the website traffic, set visit goals and check the demographic information of audience. GOOGLE ADWORDS measures click through rate in order to ensure efficiency of campaigns.GOAL: all campaigns above 5% click through rate. CONVERSION FUNNEL:

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Measurements: FacebookCURRENT LIKES: 8,278GOAL: 10,75030% INCREASE

Facebook Insights are part of Facebook and can be easily viewed without having to log out of your Facebook page. It will provide crucial data such as post reach, engagement and page likes.

POST REACH shows the number of unique people who have seen your page posts.PEOPLE ENGAGED is the number of unique people who have clicked, liked, commented on or shared your posts during the last 7 days. LIKES, COMMENTS, SHARES AND POST CLICKS show the totals for these actions during the last 7 days. TOTAL PAGE LIKES is number of unique people who like your Page.NEW PAGE LIKES shows the number of new likes your Page received during the last 7 days, compared with the previous 7-day period.

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Measurements: TwitterCURRENT FOLLOWERS: 3,860GOAL: 5,00030% INCREASE

Twitter Analytics can be directly accessed through your Twitter account without having to go to a different website. It will allow you to track your total number of tweets, tweet impressions, profile visits and followers. Tweets with images drive more engagement and generate more responses.

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Measurements: InstagramGOAL: 3,000 FOLLOWERSIconosquare is a third-party website used to compile and analyze all activity on your Instagram account. It will measure likes received on each post, comments received, number of followers, number following, followers growth and overall engagement.

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MEET TEAM CHROMATICPhoto by: Steve Winter

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LIZA POSKIN PR ACCOUNT EXECUTIVE“The only time I set the bar low is for limbo.” — Michael G. Scott

Meet Team Chromatic EMILY KLAUS ACCOUNT EXECUTIVE“As long as everything is exactly the way I want it, I’m totally flexible.”

— Lorelai Gilmore

ERIN FUCHSEN ACCOUNT PLANNER“You can’t just give up! Is that what a dinosaur would do?” — Joey Tribbiani

DANI CHRONISTER MEDIA PLANNER“If you think you can dance and be free and not embarrassed you can rule the world.” — Amy Poehler

KIRSTEN DICKHERBER COPYWRITER“I have no idea what I’m doing, but I know that I’m doing it really really well.” — Andy Dwyer

CLAYTON HOTZE GRAPHIC DESIGNER“Never half-ass two things. Whole-ass one thing.” — Ron Swanson

BAO DENG DIGITAL STRATEGIST“Learning is its own exceeding great reward.” — William Hazlitt

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APPENDIXPhoto by: Daniel Beltra

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Appendix: Survey Questions1. Have you entered your work in POYi in the last 5 years●Yes●No

2. How many years have you entered Pictures of the Year International?

3. What categories have you entered?

4. How did you initially learn about POYi?●Professional contacts●School●Friends●POYi Website●POYi’s Social Media●An online search engine●An Exhibition

●Other

5. Why did you make the decision to enter POYi?

6. Who paid for your entry fee?●Out of pocket●Your organization or company●Your school●Other

7. About how many hours a year do you spend watching POYi judging? (Please put 0 if it is none.)

8. Have you ever attended a POYi judging session in person?●Yes●No

9. If you watch or attend, do you watch categories other than the ones that you have submitted pictures to?●Yes●No

10. If the judging screencasts were recorded and available in a podcast form how likely would you be to watch them?●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very Likely

11. How important to you is the option to watch POYi judging online?

(7 very important, 1 not important at all.)(Scale 1-7)

12. Generally speaking how satisfied are you with the judging process of POYi? (7 very satisfied, 1 not satisfied at all.)(Scale 1-7)

13. What is your biggest issue with the judging process?●Final selection of awards●Moderation of discussions●Choice of judges●Transparency●No issues●Other

14. If your images were to win what do you think would be the most valuable thing you would gain? (Rank in order; 1 being most valuable, 6

least valuable.)●Professional recognition●Community awareness of issues depicted in your images●Your work exhibited in galliersprizes (Monetary, plaques, gear, etc.)●Job Opportunities●Other

15. Would you be comfortable with POYi publishing a book of annual winning photographs?●Yes●No

16. Why not?

17. What other photo contests have you heard of? (Please check all that apply)●World Press Photo●NPPA Best of Photojournalism ●International Photography Awards

●Atlanta Photojournalism Seminar●Other

18. If you were to enter a photo in POYi, how likely are you to submit it to other contests?●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very Likely

19. If you were to look for other contests like POYi, what would be the first search term or terms that you would search with?

20. Did you submit your photo(s) to any other photojournalism contest?●Yes ●No

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21. Which photojournalism contest(s) did you enter?●World Press Photo●NPPA Best of Photojournalism●International Photography Awards●Atlanta Photojournalism Seminar●Other

22. Why did you choose to or not to submit your photo(s) to other contests?

23. What factors do you consider before entering a photojournalism contest? (Please check all that apply)●Entry fee●Reputation of contest●Awards●Accessibility●Judging Criteria●Other

24. What do you think POYi could do a better job of?●Judging Process●Promotion●Award System ●Other

25. Where would you want your photos displayed in a POYi exhibition? (Please check all that apply)●Universities●Museums/galleries●Open exhibition spaces●Online●Other

26. How would you rate the importance of the following groups being the audience of your photos? (1 being very important, 5 Very Important). ●Other professionals

●Future employers●General Public●Students●Other (Please Identify)

27. Do you visit any photojournalism or professional photography related websites?●Yes●No

28. Which websites?

29. Have you ever seen an advertisement for POYi? If chosen “Yes,” please tell us where.●Yes●No

30. Which social media platforms do you currently have an account on? (Please check all that apply) ●Facebook

●Twitter●Instagram●Vimeo●Flickr●Other

31. Do you follow POYi on any of these social media platforms? (Please check all that apply)●Facebook●Twitter●Vimeo

32. How often do you interact with the POYi brand on social media? ●Less than once a month●Once a month●2-3 times a month●Once a week●2-3 times a week●Daily

33. What are you looking to gain

from following POYi on social media accounts?●Judging updates●Entry dates and deadlines●Past winning image exposure●Relevant photojournalism news●Other

34. How likely are you to engage

with a Facebook post like this? “Like” it●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very Likely

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Comment on it●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very LikelyShare it in your news feed●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very LikelyShare it privately in a message●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely

●Very LikelyIf the photog was linked how likely would you be to visit their profile●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very LikelyIf the news organization was linked, what are the chances you would begin following them?●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very Likely

35. How likely are you to engage with a Instagram post like this?

“Like” it●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very LikelyComment on it●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very LikelyIf the photog was linked, what are the chances you would begin following them?●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided

●Somewhat Likely●Likely●Very LikelyIf the News Organization was linked, what are the chances you would begin following them?●Very Unlikely●Unlikely●Somewhat Unlikely●Undecided●Somewhat Likely●Likely●Very Likely

36. Rank the following social media channels by the likelihood of which you’d be most to least likely to engage the POYi brand with. (1 most likely, 6 least likely)●Facebook●Twitter●Instagram●Vimeo

●Flickr ●Other

37. What gender do you identify with?●Male●Female●Prefer not to answer

38. What is your race/ethnicity?●African American/African/Black/Caribbean●Asian/Pacific Islander●Caucasian●Hispanic/Latino●Native American●Other●Prefer not to answer

39. What is your age?●18-24●25-34●35-44

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●45-54●55-64●65+●Prefer not to answer

40. For the images you submit who was the work done for?●Freelance ●Large Newspaper (More than 500,000 ●circulation)●Medium Newspaper (100,000 - 500,000 circulation)●Small Newspaper (Less than 100,000 circulation)●National Magazine●Local Magazine●Wire Agency●Other

41. Which division(s) of POYi do you typically enter?●Still Photography Division ●Sports Division

●Visual Editing Division ●Premier Division ●Best Publication

42. This space is for if you have any additional thoughts or comments that you would like to share with us to help improve POYi. If you have none please continue on to the end of the survey. 43. What is your email address? (Please note that we will only contact you if you have won the $150 VISA gift card)

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TEAM CHROMATIC

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