From the Awards manual
http://www.usfirst.org/uploadedFiles...-%20Awards.pdf
Quote:
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This award celebrates a team’s outstanding success in advancing respect and appreciation for engineering and engineers, both within their school as well as their community. Criteria include: the extent and inventiveness of the team’s efforts to recruit students to engineering, the extent and effectiveness of the team’s community outreach efforts, and the measurable success of those efforts.
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Emphasis mine.
So, figure out ways to reach out to your community. Promote respect and appreciation for engineers. Work to recruit students to engineering, this can be done, among other ways, by fostering other FIRST teams.
Be sure to have measurable ways of documenting your efforts, stats, graphs, photos, news clippings, etc...
Notice that robot performance is not mentioned in the award although a team that advances respect and appreciation for engineering is likely to have a decent robot.
In the long run, if your team fully embraces and engages the philosophy behind FIRST, awards like the Chairman's Award and Engineering Inspiration come naturally.