Entering the Aberdeen City and Shire Thistle Awards is straightforward, fully digital and free of charge.
Whether you are a first-time entrant or returning finalist, the process is designed to help you clearly showcase your achievements.
Entry Process Overview
1
Choose Your Category
Review the category descriptions and select the one (or more!) that best reflects your business or individual nomination.
If you are unsure, we are happy to advise.
2
Prepare Your Submission
Each category includes:
- An Executive Summary (not scored)
- Three scored questions
- Clear word limits
- Guidance on the type of evidence judges are looking for
We strongly recommend drafting your answers offline before uploading them to the entry platform.
3
Submit Online
All entries are submitted through our dedicated online entry platform called Zealous.
You will be able to:
- Create an account
- Save and return to your entry
- Upload supporting material
- Submit before the deadline
Once submitted, you will receive confirmation of entry.
4
Judging Process
ACSTA operates a rigorous, multi-stage judging process which may include:
- Independent scoring of written submissions
- Incognito judging visits (for relevant business categories)
- Face-to-face interviews (for individual categories)
As an entrant you commit to attending any face to face interview with our panel of judges. Finalists will be notified directly in early July.
Tips for a Winning Entry
Entering the Aberdeen City and Shire Thistle Awards is your opportunity to step back, reflect on your achievements and present your business at its very best.
A strong entry is clear, evidence-based and authentic. Judges are not looking for the biggest business, the highest turn over or the longest history — they are looking for impact, innovation, quality and integrity in businesses of ALL sizes.
Below you’ll find practical guidance to help you craft a compelling submission.
Read the Questions — Then Read Them Again
Every category includes specific scored questions. Make sure you:
- Understand exactly what is being asked
- Answer the question directly – and just answer that question
- Avoid using the executive summary to include key information that belongs in scored sections
Judges can only score what appears in the relevant answer.
Be Precise and Structured
A well-structured entry stands out immediately.
- Stick to word counts
- Draft offline first
- Follow the submission format
- Avoid going off-topic
Judges are reviewing multiple entries — clarity makes a difference.
Show, Don’t Just Tell
Instead of: “We’ve improved significantly.”
Say: “Visitor numbers increased by 18% year-on-year.”
“We reduced food waste by 22% through new supplier partnerships.”
Use:
- Statistics
- Percentage changes
- Customer feedback
- Testimonials
- Review site ratings
- Case studies
Evidence carries weight.
Amplify Your Unique Strengths
What genuinely differentiates your business?
It might be:
- Exceptional customer service
- Sustainability initiatives
- Community partnerships
- Innovation
- Staff development
- Accessibility leadership
Judges are looking for what makes you memorable.
Tell the story behind your achievements — but keep it relevant to the question.
Outline Ambition Clearly
Many categories ask about future development.
Be specific about:
- New partnerships
- Investment plans
- Refurbishments
- New products or services
- Target markets
- Sustainability goals
Ambition should be realistic, measurable and aligned to your overall strategy
Use Plain, Confident Language
Minimise jargon. Avoid over-complication.
Judges want clarity, not buzzwords.
Confident, straightforward writing is far more powerful than overstatement.
Verification
Judges will:
- Review your website
- Review your social media
- Check review platforms
- Cross-reference your claims
Consistency matters. Make sure your entry aligns with your public presence.
Frequently Asked Questions
Is it worth entering if we are a small business?
Absolutely.
ACSTA welcomes businesses of all sizes. Judging is based on quality and impact and not turnover or scale.
As previous finalists have said, “No business is too small.”
Can we enter more than one category?
Yes, provided your submission is tailored to each category’s criteria.
How much time should we allow?
Start early. Draft offline. Review carefully. Seek feedback from colleagues before submitting
Do judges really read everything?
Yes.
Judges score independently and then meet to discuss entries in detail
Do judges visit our business?
In many categories, yes. Mystery visits or interviews form part of the final stage. You will be required to commit to being available on judging days in relevant categories.