Since 1999, Springboard has helped coordinate one of the largest sandcastle and sand sculpting contests in the northeast. Using the medium of sand, “artists” of all ages and levels create astonishing masterpieces. The event transforms the beach into a mosaic that includes traditional sandcastles, sea creatures, cartoon characters, shipwrecked boats, Yankee Stadium, a New York City skyline, and even a bowling lane with 10 pins and ball.

Held on the beautiful beaches of Belmar, NJ (located in the middle of the “Jersey Shore”), the event attracts 10,000-plus sand enthusiasts. Among the different categories separated by age, all participants must follow four simple guidelines which represent the criteria for judging – creativity, originality, resourcefulness, and accessories.

Building a sandcastle utilizing these criteria is no different than developing a marketing plan. These four pillars can provide the foundation for your marketing and public relations campaigns.

• Creativity – a great campaign starts off with a creative idea that clearly articulates your message. Consider this the blueprint of your “creation.”
• Originality – developing your message can only take you so far. You need to make it unique. What can you do to give your company, product or service a “signature” to differentiate it from the alternatives in the market? What makes your sandcastle better than the one a few feet away?
• Resourcefulness – combining the traditional promotional mix (PR, advertising, word of mouth, and point of sale) with technology tools (Web site, email, blogs, social networks, RSS, Twitter, Tumblr, etc.) allows you to target and personalize your message and create buzz.
• Accessories – dressing up your marketing campaign with items such as email signatures, voice mail greetings, awards, etc. can help tie-in and reinforce key messages. At the event, sand sculptors were utilizing shells, reeds and other elements to “accessorize” their creations.

Now that you know the keys to success in winning a sandcastle contest, use it as a framework for your next marketing and public relations campaign. You just might win the best award a company can achieve – customer attention.

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