Attention Collegiate Community:
Details for the 2026-2027 AMA Competition Season – including competition guidelines, judging rubrics, sign-up forms and prize outlines are noted below.
Inspire. Engage. Take Action. This year’s competition will feature a dedicated call to action as part of the challenge. Learn more below.
Gentle reminder, please make sure all incoming chapter leaders & e-board members are listed in your Chapter’s Community Admin Portal to ensure they receive important announcements and competition updates from the AMA.
Competition Sponsored By:
As the philanthropic arm of the American Marketing Association, the AMA Foundation (AMAF) strengthens and elevates the marketing profession by advancing knowledge, building a global community of marketing leaders, and supporting marketing initiatives that drive innovation and societal impact.
Through our established global community, world-renowned journals, and vast chapter network, the AMA and AMA Foundation are uniquely positioned to empower marketers at scale. As the essential community for marketers, our people-first strategy connects marketers with the resources, knowledge, and relationships they need to lead the industry forward. We don’t just observe the future; we develop the people who are building it.
AMA Foundation Case for Support: The AMA Foundation’s Case for Support presents the vision behind our investments in marketing students, faculty and professionals. It outlines the challenges facing the field, the opportunities before us and how our people-first approach can prepare marketers to lead through change.
Learn more about the AMA Foundation here.
Additional Resources:
Donate to the AMA Foundation | 2025 AMA Annual Report
Competition Objectives
Is there a “Social Impact Focus” this year?
Yes! The AMA Foundation is looking for chapters to create an original social impact video (3-minutes long) that brings the AMA Foundation’s impact to life by showing how an AMA experience can transform individuals, communities, or the marketing profession – and how the Foundation enables these organizations.
The Challenge
- Create an original social impact video that brings the AMA Foundation’s impact to life!
- All submitted videos may be used by the AMA and AMA Foundation for promotional purposes prior to the announcement of the winner at the 2027 International Collegiate Conference (ICC).
How does the competition relate to the Annual Report?
This competition category aligns with the Social Impact section of the Chapter Plan/Annual Report, which highlights programs and activities demonstrating the chapter’s commitment to its broader community (campus, local, or national causes). It emphasizes the social impact of the chapter’s marketing efforts. This section accounts for 15 of the 100 total points in the Chapter Award Competition and focuses on initiatives that showcase the chapter’s marketing skills.
Entry Requirements
Please follow these requirements in order to qualify:
Video File & Access
- All video files that meet the requirements will be accepted and viewed by judges.
- Videos must be no more than three minutes (3:00).
- During submission, you must upload your MP4 video AND provide a direct URL link to the video.
- Your video link must be unrestricted and publicly viewable. AMA must be able to view and download the video without requesting permission, signing in, or entering a password.
- If using Google Drive, Dropbox, OneDrive or another file-sharing platform:
- Set the file to “anyone with the link can view and download”.
- Ensure AMA has access to the file (prior to your submission entry/upload.
- Ensure your video does not require a password, login, or access request.
- Keep the video accessible throughout the judging period.
- Restricted, inaccessible, or permission-required links will result in an incomplete submission and disqualifications.
Video Guidelines
- Videos may be produced using professional equipment or a smartphone.
- Chapters may use drones to create video content.
- All video content must be original and produced by the chapter/students submitting the entry. Video content produced by or obtained from a client, its agency partners, or other third parties is not permitted.
Video Usage Rights and Disclaimer
By submitting an entry to the AMA Social Impact Video Competition, each team grants the American Marketing Association (AMA), the AMA Foundation, and their affiliates a nonexclusive, royalty-free license to use, reproduce, display, distribute, and promote the submitted video, in whole or in part, across their websites, social media channels, publications, presentations, events, educational materials, and other communications related to their
programs and mission. Teams retain ownership of their work and confirm that they have obtained all permissions necessary to grant these rights.
How is the Competition Judged?
This competition will go through one round of judging by the AMA Foundation Board of Advisors
and will be overseen by the AMA Collegiate Chapters Council. Judging criteria and points
ranking: Chapters can score up to 100 points.
Criteria: Video Content and Mission Alignment (Up to 20 points)
AMA Foundation Mission and Role (1 to 7 points)
● Does the video clearly connect the story and its impact to the AMA Foundation?
● Does it help viewers understand AMAF’s role in enabling or expanding access to
opportunities within the AMA community?
● Is the relationship between AMA and AMAF presented clearly and accurately?
● Would someone unfamiliar with AMAF understand why the Foundation’s work matters?
Access, Opportunity, and Impact (1 to 7 points)
● Does the video demonstrate what access to the AMA community can make possible?
● Does it illustrate the Foundation’s mission through people, experiences, and outcomes
rather than simply listing programs, resources, or membership benefits?
● Does it show how an AMA experience can affect someone’s education, career,
confidence, leadership, professional network, or sense of belonging?
● Is the impact specific, tangible, and relatable?
● Does the video show how that impact can extend beyond one person to strengthen a
workplace, classroom, campus, community, or the marketing profession?
● Does it show the importance of access to education, professional relationships,
recognition, resources, or community?
Clarity of the Message (1 to 6 points)
● Is the central message clear, focused, and easy to understand?
● Are descriptions of AMA, AMAF, and their work accurate?
● Does the video avoid jargon, vague claims, or confusion?
Criteria: Storytelling and Engagement (Up to 30 points)
Storytelling and Emotional Connection (1 to 15 points)
● Does the video tell a cohesive and compelling story?
● Does it feature relatable people, experiences, or situations?
● Does the story help viewers understand the human impact behind AMAF’s mission?
● Does it create an emotional connection without feeling exaggerated or manipulative?
Engagement and Pacing (1 to 15 points)
● Does the video maintain interest from beginning to end?
● Is the video an appropriate length, keeping the viewer engaged?
● Is the pacing suitable, maintaining interest without rushing through important
information?
Criteria: Originality and Creativity (Up to 10 points)
Originality (1 to 5 Points)
● Does the video present a unique perspective or approach to addressing the issue?
● Does the video offer a distinctive perspective on what access to opportunity and
community can make possible?
● Does it avoid feeling like a conventional membership advertisement or organizational
overview?
● Does it approach the subject in a memorable way?
Creative Execution (1 to 5 Points)
● Are there creative elements such as animations, graphics, or innovative storytelling
techniques?
● Do the creative choices strengthen the story and message?
Criteria: Production Quality (Up to 10 Points)
Video and Audio Quality (1 to 5 Points)
● Is the video’s visual and audio quality clear and professional?
● If applicable, is the narration or voiceover clear and well-paced?
● Are there any distracting background noises, pixelation, or low-resolution issues?
● Is the video well-edited with smooth transitions?
Visual Appeal and Professional Tone: (1 to 5 Points)
● Are the visuals engaging and visually appealing?
● Does the video use appropriate graphics, images, or animations to enhance its
message?
● Does the video maintain a consistently professional tone in language, visuals, and
messaging?
Criteria: Impact and Advocacy (Up to 25 Points)
Call to Action: (1 to 12 Points)
● Does the video explicitly invite viewers to donate to the AMA Foundation?
● Does it connect giving with helping the demonstrated impact continue or grow?
● Is the requested action clear, easy to understand, and utilizing accurate campaign
information, websites, and URLs?
○ When inviting viewers to take action, use ama.org/amaf to learn more and donate
Awareness and Potential to Inspire Support (1 to 13 Points)
● Does the video deepen the viewer’s understanding of the AMA Foundation and its
impact?
● Does the story give viewers a reason to care about and support AMAF?
● Is the video memorable and appropriate for sharing with students, members, alumni,
partners, and prospective donors?
Criteria: Accessibility and Inclusivity (Up to 5 Points)
Accessibility and Inclusivity (Up to 5 Points)
● Does the video include accurate captions or subtitles? (2 points)
● Are the language, visuals, and storytelling inclusive and considerate of diverse identities,
abilities, experiences, and perspectives? (3 points)
Deduction: Over The Video Time Limit (-30 Points)
- Deduct 30 points if the video is over the 3:00 minutes time limit.
Competition Prize
The competition winners will be announced at the International Collegiate Conference. This competition will award one winner in each of the following placements:
1st Place – $250 and AMA Certificate
2nd Place – $150 and AMA Certificate
3rd Place – $100 and AMA Certificate
Questions?
Contact AMA Support at Collegiate@ama.org.
Calling All AMA Volunteers!
Want to make an impact and support the AMA Collegiate Community?
Here’s your chance – AMA is looking for volunteers to help judge our Collegiate Opportunities.
Learn more and sign up today, visit the AMA Collegiate Volunteer Page.