Table of Contents 6 2012 OVATION Awards Winning Entries

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practicing in Halton, Ontario and across Canada site/social media of the Alzheimer’s Society Bring your A game to Oakville Check us out www.docsonice.ca Area hospitals Reach through administration Coming to your neighbourhood in April 2011. Don’t miss it! Check us out www.docsonice.ca Local companies Use media, Economic Development, local chamber contacts Media Announce event; generate excitement/awareness with local audiences Halton high school students Use media; school board contacts Your chance to shine. Show your support for an event like no other in support of the Alzheimer’s Society. Learn more at www.docsonice.ca Halton Region and its community partners are hosting Docs on Ice, a charity tournament in support of the Alzheimer’s Society. Coming to Oakville, April 7‐9, 2011. Find out more at www.docsonice.ca Need community hours? Want a chance to meet some hockey greats! Volunteer with Docs on Ice, April 2011. Find out more at www.docsonice.ca Secondary Regional Council Use Report to Council As part of our Physician Recruitment initiative, Halton Region is working with community partners to host a charity tournament in support of the Alzheimer’s Society in Oakville, April 7‐9, 2011. Find out more at www.docsonice.ca Local municipalities Use media, Report to Council; encourage municipalities to welcome over 600‐800 physicians to Halton – chance for them to showcase their municipalities (and boost Halton’s Phys. Rec. efforts) Halton residents, (including staff) Use media/internal publications to remind residents/staff about our physician recruitment efforts, generate interest in the tournament (encourage attendance, sponsorship) As part of our Physician Recruitment initiative, Halton Region is working with community partners to host a charity tournament in support of the Alzheimer’s Society in Oakville, April 7‐9, 2011. Find out more at www.docsonice.ca As part of our Physician Recruitment initiative, Halton Region is working with community partners to host a charity tournament in support of the Alzheimer’s Society in Oakville, April 7‐9, 2011. Find out more at www.docsonice.ca
3. Goals / Objectives. Halton Region’s Physician Recruitment program aims to develop and implement a region‐wide coordinated strategy to address the physician shortage in Halton by working co‐operatively with all the partners to bring and retain at least 10 new family physicians into the region each year. Communications Objectives 1. Support the Docs on Ice hockey tournament in Halton in 2011 to help market Halton’s attributes and attract more than 500 family physicians from across Ontario to participate in the tournament. 2. Work in partnership with the Doctors’ Hockey Club and the Alzheimer Society of Hamilton and Halton to develop and implement a marketing communications, media relations and event plan for the event that results in: sponsorship from at least four local companies through donation of silent auction items recruitment of at least 20 high school students as volunteers a well attended tournament event (at least 50 teams registered) at least four articles in the local media and one TV spot achievement of fundraising goals for the Alzheimer Society of Hamilton Halton (more than $100,000). 4. Solution Overview. Strategy Audience Tactic/Action 1. Bolster Docs on Ice efforts to reach potential sponsors through media relations, social media and communications marketing. 2. Inform Oakville and Burlington youth about a potential volunteer opportunity 3. Showcase Halton as a perfect place to practice. Halton businesses, especially Oakville and Burlington Youth Potential recruits/medical students Launch initiative through a media release Tweet release through Economic Development Twitter account Letters to potential sponsors Acknowledge sponsors through banners/on website and promotional pieces Launch initiative through a media release Poster to schools and arenas Post on: http://www.volunteerhalton.ca/ and related sites Tweet through Halton Parents Twitter account Website Develop print materials/banners/program to be used at banquet/tournament Support banquet efforts (top quality entertainment, sound system, seating plans, menus, agendas) Encourage local municipalities to “showcase” their best features at practice locations
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Table of Contents 4. A Message from
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A Message from the IABC/Toronto Pre
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2012 OVATION Awards Gala Sponsors W
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Media Relations with budget up to $
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Entrants: Judy Lewis, Tara McCarthy
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Award of Merit Title of Entry: McDo
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Award of Merit Title of Entry: Rimm
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Award of Merit Title of Entrant: Ci
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Award of Merit Title of Entry: RECO
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Award of Excellence Title of Entry:
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over fifty years of successes as a
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5. Use social media as a conduit fo
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hosting a variety of fundraising ev
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“The world recognizes the Nike lo
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generate widespread awareness of th
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In addition to pre‐campaign consu
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OVATION Awards Winning Entry Commun
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• Volunteer Quiz (What’s your V
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even a one‐day delay in the appro
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Measurement/Evaluation of Outcomes
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Complicating the situation was the
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Develop a comprehensive news packag
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To resonate with the target audienc
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Implementation: MSL Canada executed
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generally about current events and
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and consumer attention in an authen
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stations). UPS wanted to reach both
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leading up to UPS’s peak day ‐
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3. Goals and Objectives: The progra
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See: Work Sample 8 ‐ SBUX40 ‐ O
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would influence the target, tone an
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Issued four press releases at key i
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Page 76 and 77: INTENDED AUDIENCE/STAKEHOLDERS The
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Page 104 and 105: In August 2010, Valerie Pringle tra
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Page 136 and 137: d) Being She: The Culture of Women
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Page 152 and 153: Challenges: The guest presenters ar
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Page 160 and 161: Goals/Objectives To bring environme
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Budget Resource Quantity/Effort/Cos
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Ontario are facing the same crisis
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produced and printed in‐house at
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features available and to embrace t
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not impact the budget, members of t
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o Incorporate a user‐friendly con
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Sun Life and High Road partnered to
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3. Deepen engagement with potential
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Secondary Audience: MaRS partner an
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Objective 5: Quantitative objective
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In addition, in 2011, Barrick faced
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o Barrick Tanzania/Zambia 6,700 o B
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We include special inserts in selec
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success stories in Issue 1 alone)
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• People‐oriented vs. regulatio
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It was determined that given other
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udget allocated to YouTube promotio
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But most importantly, we surpassed
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Specific demographics can be drille
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• Oakville hosted first‐ever Na
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Through extensive consultation with
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RESULTS October 2011 officially mar
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years. He is a former president of
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The Executive Roundtable, a profess
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with Holocaust Education Week. Tova
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uilding and leading global teams ac
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Judy Lewis Co‐Founder and Executi
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and is now a freelance writer and e
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Daniel Tisch, APR President and CEO
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2011/2012 IABC/Toronto Board of Dir
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Steven Mills Senior Relationship Ma
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Table of Contents 6 2012 OVATION Awards Winning Entries

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