Creative. The dictionary defines the word as "characterized by originality and expressiveness."

It is what we here at UniformMarket seek to promote through the annual Univator Awards, this publication's year-end wrap up of the most note-worthy products, ideas, programs and campaigns that have influenced the industry throughout the year. Any company, both national and international, regardless of size, is eligible to enter the competition.

Now in its 5th year, the Univator Awards place the acclaim and attention where it belongs – with you, the manufacturers and distributors who comprise the uniform, corporate apparel and promotional products industries. By giving your concepts the exposure they deserve, the Univator pays tribute to your accomplishments, and is an acknowledgement of a job well done.

How is this exposure achieved? An in-depth feature on all award winners appears in the January online edition of UniformMarket, an e-zine with international reach. The story will also run in the print edition of the venerable Made to Measure, the magazine industry insiders turn to first for the latest trends and market reports. Past recipients have also received coverage in other trade outlets, and many awardees have showcased the news in their own publications, on websites, and have used the results in marketing efforts.

What types of work are awarded a Univator? We've presented a handful of suggestions below, but this by no means should be considered the final word. One of the more interesting features of Univator is that it isn't governed by stringent entry rules or requirements. Categories evolve, and new divisions are added to better reflect the type of programs under consideration. This is, after all, a competition that honors creativity. Out-of-the-box thinking is strongly encouraged:

Store Design
The importance of good store design cannot be overstated. Many of today's customers are looking not only for the right product, but a visually appealing experience in the store environment. Has your store been given a face lift this year? Did you add accent lighting, reconfigure displays or utilize signage to enhance the shopping experience? If so, we'd like to hear from you.

Customer Service
In this industry, adding value to a product often means providing the customer with exemplary service. How does your company rate in the area of customer service? Have you recently launched a new program or retrained employees to better service the end user? If you are a manufacturer, what services do you provide to the dealer to enhance his business?

Eco-friendly Concepts
Products and services that are environmentally friendly are hot right now in many industries. Have you made an attempt to go green with a product or service? Have you reduced your carbon footprint at the office?

New Product Innovation
Have you developed a never before seen product or line that is all the rage in your market space?

Reinventing the Tried and True
Have you added a new cuff to a pant, a different collar to a shirt, or a fresh color to a garment, effectively breathing new life into that product? Have you taken an existing product, introduced it into a non-traditional market, thereby growing the business for all?

Use of Technology in a Product
During last month's Olympic Games, much was made about the technology behind the swimsuits worn by many of the athletes. Reports speculated that wearers of these suites had a competitive advantage over non-wearers. Have you developed a product that gives your customers a leg up on the competition?

End User Program Design
Have you produced an end user program which reinforces the brand or takes the market in a new direction? Have you enhanced your customers' image by creating a suitable, identifiable look? Have you brought non-traditional wearers into the uniform marketplace?

Web Design and eCommerce
Have you recently redesigned your website, making it truly user-friendly? Has the addition of eCommerce capabilities added to your bottom line?

Online Marketing Tactics
Do you blog? Is your company on My Space or You Tube? Have such online ventures broadened your customer base and increased your bottom line?

Public Relations
Do you have a public relations program by which you measure success? Have you produced an in-store campaign which has driven sales? Do you have a holiday or other targeted marketing campaign which has worked well? How have such endeavors benefited your customers, the industry and your company?

Crisis Management
Has your company recently undergone a crisis which was effectively resolved? Have you turned bad publicity around, or have you fought off attacks about a particular product or practice?

It takes little effort to enter the Univator Awards – just complete an entry form and send it with the appropriate supporting materials to UniformMarket.

ONLINE ENTRY FORM.... available here

Deadline for Entries: Friday, December 5, 2008
Check back next month for entry forms and more information on the Univator. In the meantime, start mulling over your picks. Should you have any questions or would like tips on producing a winning entry, send an email to the author at jackie@uniformmarket.com