Every year, when the Nashville Business Journal releases its latest list of influential leaders or an industry report recognizes outstanding companies, a familiar thought crosses the minds of many leadership teams: “Our team is doing incredible work; shouldn’t we be on that list?”
They’re not wrong. Local and national recognition can make a difference for a company. But here’s the reality—submitting for awards without a strategy rarely leads to meaningful results.
At Green Apple Strategy, we’ve integrated award submissions as a strategic pillar for many of our clients’ PR plans, and the results speak for themselves. Last year alone:
- We submitted 25 award nominations on behalf of our clients and won 18 awards.
- Our Founder and CEO Samantha Pyle was named a 2025 C-Suite Award winner by the Nashville Business Journal for her impact on the marketing industry and local community.
In this blog, we’ll explore why industry awards remain a vital component of a modern marketing strategy and offer tactical insights on how to leverage recognition to build long-term brand leadership.
Why Industry Awards Still Matter
In a digital PR landscape often crowded with pay-to-play schemes and self-proclaimed experts, third-party validation is a powerful differentiator. Here is why earning a spot on the podium is worth the effort:
1. Building Instant Credibility
An award acts as a seal of approval from an objective authority. It signals to prospects that you don’t just claim to be the best—the industry agrees with you.
According to a study by the Best Practice Institute, award-winning companies can see a 37% increase in sales growth compared to their non-award-winning counterparts. When a potential client is choosing between two firms, that “Best in Business” logo often tips the scales.
2. Increasing Visibility and the Network Effect
Awards often lead to far more visibility than the trophy itself. Think of an award as a high-level introduction to people who wouldn’t otherwise have your brand on their radar.
According to Global Recognition Awards research, winning industry awards can increase brand awareness by an average of 37%.
When your name shows up on a prestigious list, it creates a ripple effect. Media outlets look to winners for expert commentary, event organizers scout winners for speaking opportunities, and potential partners see a vetted ally.
3. Cultivating Internal Brand Equity
We often focus on how awards look to the outside world, but their impact on internal culture is arguably more significant. Celebrating a win builds immense employee engagement and pride.
Research from Gallup indicates that companies with a culture of recognition (including pursuing external awards) experience 31% lower voluntary turnover. Awards can serve as a public “thank you” to your team for their hard work.
4. Enriching Your Brand Story
Awards provide fresh, high-quality content for your marketing channels. They allow you to tell a story of growth, excellence, and consistency without sounding boastful. Instead of saying, “We are a great place to work,” you get to say, “We are honored to be recognized by our peers for our commitment to our people.” It shifts the narrative from self-promotion to community recognition.
How to Use Awards as a Smart PR Strategy
Winning doesn’t happen by accident. It requires a disciplined, tactical approach that aligns with your overall business goals. Here is how we help our clients navigate the process:
1. Take a Disciplined Approach
Many companies miss out simply because they start too late. Annual award nominations are predictable, but the window for submissions can be short. This is where rigorous project management is essential.
Client Example: Maxwell Roofing has maintained a dominant presence in our local market by staying ahead of the curve as a trusted third-generation family business. Their commitment to the process led to their inclusion on the NBJ’s 2025 list of the Largest Privately Held Companies in Nashville, and their CEO, Kathleen Maxwell, was recently honored as a Nashville Business Journal 40 Under 40 winner for 2026.
2. Keep Your Storytelling Stats Accessible
The most prestigious awards require more than just a well-written essay; they require hard data. Whether it’s safety records, revenue growth, or community impact hours, keeping this information organized and accessible is the difference between a winning entry and a rejected one.
Client Example: When Crain Construction applied for the Associated Builders and Contractors (ABC) project awards, our team had to track down specific safety metrics and complex project milestones. This meticulous data-gathering directly led to their recognition as ABC’s General Contractor of the Year.
3. Tell a Fresh Story Every Year
Many of the most valuable awards are annual. To win multiple years in a row, you have to be able to tell a fresh story every time. You can’t simply copy and paste last year’s entry; you must show evolution.
4. Align Awards with Your Business Goals
Not every award is worth your time. The best opportunities are the ones that directly support your business objectives. Whether you are trying to break into a new market, highlight niche industry expertise, or bolster a massive recruiting push, your award strategy should mirror your business plan. Being selective allows you to focus your energy on the awards that will move the needle for your brand.
Client Example: United Communications’ mission is deeply rooted in providing a better internet experience for Middle Tennessee. By focusing on awards like the BBB Torch Award for Ethics and other national industry honors, they’ve positioned their brand as a beloved local provider and a national leader in the telecommunications space. Their awards are evidence of their mission in action.
Make Awards Part of Your Marketing Plan
Local and industry awards are still one of the most effective ways to build credibility, strengthen your brand, and create meaningful visibility. But they only work if you treat them as part of a bigger strategy.
At Green Apple, we help clients identify the right opportunities, craft compelling submissions, and turn recognition into real momentum. From local honors to national industry awards, our team works alongside clients to make sure these wins actually support long-term growth.
If you are thinking about how awards could fit into your marketing and PR strategy this year, we would love to talk.