Why you need an awards strategy for 2026
November 26, 2025
The secret to winning awards? Being prepared and organised. If you’ve ever found yourself scrambling to pull together an awards entry at the last minute, frantically digging through folders for stats, quotes, or that perfect photo, you’re not alone. Many organisations reactively approach awards: “Oh no, it’s open again already?” But here’s the thing: the best awards entries are rarely written in a rush. They’re planned, polished, and purposeful. So here is why you need the humble but mighty awards calendar.
What is an awards calendar?
An awards calendar is exactly what it sounds like: a schedule of awards relevant to your business, industry, or team, mapped out across the year. But it’s more than a diary date. It’s a strategic tool that lets you plan, prepare, and prioritise your awards efforts, so you’re not caught off guard, and your submissions have the best chance of winning.
Whether you’re a growing SME, a seasoned PR pro, or part of a busy marketing team, an awards calendar helps take the guesswork out of awards season (which, spoiler alert, is almost always).
What happens to companies that don’t have an award calendar?
When companies don’t plan their awards strategy, they don’t just miss deadlines; they miss business. While you’re scrambling to throw together a last-minute entry, your competitor is collecting their third industry award this year, featured on the trade magazine cover your CEO wanted to be on.
That rushed submission you finally submitted? It joins the entries that get eliminated in the first round because they lack the strategic storytelling and evidence that award-winning entries require.
Every missed award isn’t just a missed trophy; it’s missed PR coverage, lost credibility with prospects, and diminished team morale when your people see competitors getting recognised for work, they know they could have beaten.
Why does your business need one?
- Plan, win more
Most award-winning entries aren’t thrown together in a week. They’re carefully crafted stories, backed by strong evidence, measured results, and glowing testimonials. Having an awards calendar means you know what’s coming, months in advance, so you can gather what you need, line up stakeholders, and make the most of every opportunity.
- Avoid deadline drama
You wouldn’t launch a campaign without a timeline. Why treat awards any differently? A good calendar means no last-minute panics, no missed deadlines, and no more wondering when that big industry accolade opens for entries. It’s all there, at your fingertips. You can set yourself deadline reminders to be extra efficient.
- Spot gaps in your story
An awards calendar also helps you think strategically about what you can enter, and what you should. Not ready for the big national prize yet? No problem. Look for local, sector-specific, or team-based awards that are more achievable stepping stones. And if you’re not ready now, you’ll know what to aim for next year. If you think you’ll struggle to find the right awards, we offer a handy awards research service.
- Budget smarter
Awards entries aren’t just about words on a page. There are entry fees, photography, video production, table bookings… and possibly a new outfit for the fancy black-tie ceremony.
- Stay competitive
Your competitors are being shortlisted and winning awards. If you’re not even entering, you’re missing a trick, not just in visibility, but in credibility. An awards calendar ensures you’re in the mix and keeps you front of mind for clients, peers, and even potential employees.
Already convinced, here’s how to start:
- List key awards in your sector, region, or niche
- Note deadlines for entries, shortlists, and ceremonies
- Add reminders at least 2–3 months before each deadline
- Assign ownership: who’s writing, reviewing, and signing off?
- Keep it updated annually, it’s a living document!
Need a hand building yours? That’s where we come in. At Awards Writers, we don’t just write award entries; we build strategies to help you win more often and with less stress.
Whether you need help researching relevant awards, crafting winning entries, or setting up a manageable plan for your team, we’ve got the expertise (and the spreadsheets) to get you there.
Ready to build your business awards calendar? Get in touch and let’s get you on the path to success.
