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Sustainable marketing

The art of award-writing


Getting off the starting blocks and onto a winning streak.

Generally speaking we’re a bit of a humble bunch at Hattrick but when it comes to writing winning award submissions we’ve got legitimate bragging rights.

Our crafting ensures our clients are contenders in some of their sectors’ most coveted awards schemes. This year alone we’ve secured:

Edie Net Zero Awards Tarkett Sep 23


Flooring group Tarkett in the running for the inaugural ‘Manufacturer of the Year’ at Edie’s Net Zero awards. Alongside big name brands like Coca-Cola and Britivic this is helping the business to build wider awareness of its sustainability commitment beyond the built environment category (last year we helped them to win ‘Manufacturer of the Year’ at London’s Mixology commercial interiors event).

Screenshot 2023 09 14 at 16 31 31

Scott Bader

Global chemicals company Scott Bader as finalists in two categories in the national Business Culture Awards. Selected for ‘Best Employee Voice’ & ‘Best International Initiative’ with the likes of Aviva, Lloyds Banking Group and AstraZeneca UK. We’ve also got them down to the top three for ‘Big Business of the Year’ at the Northamptonshire Business Excellence Awards, where their UK HQ is located.

Jubb Award


Engineering consultancy, Jubb, were crowned winners in not one but two categories at the NCE Awards - 'SME Consulting Firm of the Year' and 'Recruitment and Retention Leader'. They are also shortlisted in the South West Constructing Excellence Awards for ‘SME of the Year’ and for ‘The People Development Award’.

It just goes to show that no good story is complete without a great storyteller.

PNMA 2023 Finalist


Last but not least, we can't forget to mention ourselves - Hattrick is up for ‘Best Small Agency’ at the Prolific North Marketing Awards.

This stands as testament to our unwavering comittment to both people and planet, as we use our marketing efforts as a force for good.

Here’s how we do it:

1. Carefully consider the categories - mull over the criteria. Can you evidence everything it’s asking for? Could another category actually be more relevant? Remember results matter most so you need to showcase clear objectives that circle back to any supporting stats and materials. Strongly consider this from the start so you have time to gather the all-important detail that will help to strengthen your submission.

2. Be prepared to put the time in - it usually entails a good day's work getting your entry just-so...not forgetting the time it takes to get input from other people across the organisation. Respect people's schedules and give them a reasonable deadline to provide feedback. Allow a good few weeks and aim on getting it in before the deadline.

3. Think like a winner - look at past winners and view their submissions to get an idea of what resonated with the judges and how they structured it.

4. Tell a story - spare a thought for the judges who have to slog through submission after submission. Try and bring your entry to life without going overboard on superfluous and flowery language.

The key is to keep it real by being human and candid. Don't be afraid to show vulnerability and weakness by acknowledging previous shortcomings you have then gone on to address. This will make your entry more relatable, believable and impactful.

Lastly, check for spellings, literals etc as attention to detail matters. A badly written, unpunctuated submission is harder to unpick and frustrating for the reader.

5. Don't shy away from sharing sensitive information - just make sure you're clear that the content is for the judges eyes only if you don't want it getting into the public domain.

6. Ditch confusing jargon- don't use a load of industry acronyms nor assume any knowledge on behalf of the reader. The likelihood is your brand is little known to them and they won't want to go into the ins and outs of the organisation. It’s very easy to slip into internal thinking - always consider why the reader/ audience should care? Who does the initiative impact and why?

Break it up & be succinct- keep paragraphs short and use headings and bullets to break it up. Think about whether what you're including really matters and never go over the wordcount. It’s also smart to use the same wording as in the criteria so judges can clearly see you’ve responded to each of the points set out.

Ensure your evidence is meaningful- it’s better to provide benchmarks like industry/category comparisons or % increase rather than just figures. It's hard to know what ‘good’ looks like without any context.

Gather supporting materials - think just as carefully about any supporting materials as the content itself. A picture paints a thousand words (and if you get shortlisted the organisers want some good visuals as a backdrop). It’s better to have a range of multimedia assets.

Start with a bang - this may seem like a strange point to end on but it should be the very last thing you do: come up with a punchy title! The organisers want some intriguing/ novel headliners to capture attention and it can be harder than what you think to distil your initiative down to no more than five words!

Lastly, don’t beat yourself up if you’re struggling to get it together. There is undoubtedly a bit of an art to award writing and there’s no shame in admitting it's simply not your bag. See if you can call on some support from within your team or perhaps an agency that has a track record in securing those shiny gongs that are so great for team morale and business development.

Any other pointers? Share away!



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