This award recognises the most effective marketing campaign delivered with a total budget of £50,000 or less, demonstrating that smart thinking, creativity, and strategic execution can deliver outstanding results — even on a modest budget.
The budget should include all direct campaign costs but may exclude permanent staff costs, premises, overheads, and other general trading expenses.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with wider marketing or business goals - Audience (10 points)
Understanding of the target audience and how the campaign engaged them effectively - Innovative and creative (10 points)
The extent to which the campaign demonstrates creativity, originality, or innovation in approach - Cost effective (10 points)
Efficient use of budget and resources, demonstrating strong value for money - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Defined clear marketing or business objectives appropriate to the available budget
• Demonstrated how the campaign aligns with wider strategic goals
Audience
• Identified and understood the target audience, such as architects, specifiers, contractors, installers, or developers
• Demonstrated how the campaign was tailored to engage that audience effectively
Innovative and creative
• Made creative and impactful use of limited resources
• Demonstrated originality in approach, messaging, or channel selection
Cost effective
• Demonstrated efficient use of budget and resources
• Showed how every element of spend contributed to overall effectiveness and value
Measurably achieved
• Provided clear evidence of results relative to the budget, such as ROI, engagement, lead generation, or brand impact
• Demonstrated how the campaign delivered strong value for money
Industry-specific examples might include:
- A targeted LinkedIn campaign promoting CPD attendance among architects
- A tactical campaign to boost awareness of a new product line through email, trade PR, and merchant POS materials
- A social media and video series highlighting sustainable installation practices for contractors
- A local community engagement initiative to support a planning application
- A lead generation campaign using a downloadable technical guide supported by remarketing and CRM follow-up
Judges will be looking for innovation, efficiency, and clear evidence of success — where every pound worked hard to deliver measurable value.
