How to win a Highways CHAMPIONS Award (or at least put in a great submission)
Natalie Geraghty, former Kier head of communications and director/owner of Purple Tree Communications, gives a masterclass on how to write a showstopping awards submission.
As someone who spends a great deal of time helping organisations tell their stories, I'm a big believer in the value of awards. In the highways sector especially, award submissions allow us to celebrate and create success.
A powerful marketing tool
They're a powerful marketing tool and the work you put into a submission provides ready-made content you can repurpose across websites, social channels, presentations and bids. Winning, or even making the shortlist, demonstrates your industry expertise and often gives you a free platform to talk more about your project, innovation or wider business.
At Purple Tree Communications, supporting clients with awards is part of our bread and butter. We track key industry competitions, monitor opening and closing dates, research which ones are worth entering and craft submissions so our clients can stay focused on delivering for their customers. But it's important to acknowledge that not all awards are created equal. Entering aimlessly can be resource intensive, and if you don't win or get shortlisted, it can feel like wasted effort.
That's why developing a clear pipeline of awards to target is so beneficial. It gives structure to your year, helps you plan drafting time effectively and makes it easier to agree an enter/don't-enter approach. And when it comes to choosing which competitions deserve your time, there are a few criteria we always look for.
A straightforward entry process
If entering feels like hard work from the outset, question whether it's worth it. Everyone is time poor, so clunky templates or unclear instructions aren't helpful. One of the reasons we recommend the Highways Champions Awards is the simple, intuitive online portal. Each question has a clear word count, and there's no expectation of complex formatting. A compelling and well-evidenced story is all that's needed.
Transparency and credibility
Awards that clearly publish their judging panel will always get my vote. It's invaluable to understand who will be reading your submission, but you should always assume the reader has no prior knowledge of your project. The Highways Champions Awards openly shares its panel of experts, all volunteering their time to review entries. That level of transparency helps build trust in the competition and confidence in the process.
Ethical entry requirements
In my view, no company should pay simply to enter an awards competition. Winning should be based on merit. The Highways Champions Awards are free to enter, meaning your success is judged on the strength of your work.
The benefits
Beyond the recognition, entering awards motivates teams, showcases innovation, reinforces credibility with clients and stakeholders and raises your profile across the sector. Making the shortlist puts you in the room with the right people. And winning gives you a competitive edge, not to mention a boost to team morale and more news for your communications channels.
Before you sit down and draft your entry, take note of my top five tips
- Grab attention early. Judges are time poor, so front load your submission with the best information. If there is only one thing you need them to know, get that in up front and then elaborate.
- Stick to the facts. Submissions are often published as marketing material, so accuracy is essential.
- Always assume no prior understanding. Explain clearly, avoid jargon and keep it human. And spell out all acronyms at first use.
- Tell a compelling story. What was the challenge, what did you achieve, what changed and what's next? Evidence and stats will always help.
- Give yourself enough time. Rushed submissions rarely shine, so start early and allow space for review.