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Applicants must demonstrate that they have implemented strategies or initiatives that have clearly encouraged the greater use of mail or parcels, beyond organic growth. The judges will consider postal organisations that have developed products and services that have encouraged customers to generate additional activity, or that have encouraged new types of customer. Submissions will also be welcomed from users of postal services who have developed new products that have, as integral to their design, increased the use of mail or parcels services. The judges will be looking for a track record of achievement and will look particularly favourably upon initiatives that have grown the entire market as opposed to just winning share. They will also consider the degree to which the initiative could be adopted by other organisations.

The judges found it hard to decide between a number of shortlisted entries providing evidence of different kinds of strong growth at a time when so many were talking about decline. However the winner for 2011, Posten Norden, had expanded beyond the conventional boundaries of postal activity and identified a niche which they had developed with remarkable success to become dominant in that particular market sector.