Table of Contents 6 2012 OVATION Awards Winning Entries

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4. Use website and social media to generate excitement and encourage team registration 5. Ensure local hospital administrators are aware of the event and promote locally. 6. Raise awareness of the event with local community (including staff) through media and free space Potential team players – Ontario physicians and medical students Local hospital administrators Media Local community Municipalities Regional Council Inform stakeholders of website through release Add link to www.docsonice.ca to Halton and partner sites Post video on YouTube; Register #docsoniceOakville and promote Letter to Hospital Administrators Article in Hospital news Mention event in Report to Council Issue a media release in December to “officially launch” and announce participation; explain how community can get involved; issue a second release in April (A4) Invite Chair Carr to drop puck at first game ‐ issue a photo op notice mid March Explore use of “free space” in local media to promote event Poster in Region’s display cabinet – March; poster for physician offices (A5) Item in E‐news in Jan and April; Halton classifieds in March Tie in to physician appreciation week and recruiting efforts 5. Implementation and Challenges: Halton’s Physician Recruitment Co‐ordinator acted as event co‐ordinator, working together with the Communications Specialist to ensure lines of communication were open between the many parties involved and deadlines met. The well‐designed program guide (A1) allowed the Region to showcase Halton and the program and promote local sponsors who funded much of the tournament. A local film student volunteer videotaped the banquet and created a keepsake video (Link 2) for organizers and sponsors at no cost. One snag encountered was that a last minute change in schedule meant that the Regional Chair was unable to attend the puck drop; the Oakville Mayor was quickly recruited to take his place. Budget: The effort was a partnership between Halton Region, the Doctors' Hockey Club and the Alzheimer Society of Hamilton Halton. Funding was shared by the partners. Each partner contributed according to their area of strength: Region: Regional Chair, a former hockey play, was a vocal supporter (A7). Halton Region paid for the speaker (Jessica Holmes) and sound system ($15K), printing costs ($2K) and provided services in kind (dinner reception logistics, printed material, Twitter, sponsors, media relations ($3K) (Halton Region’s budget: $20K) Staff time: (Creative/Strategic Communications ‐ 15 days; Recruitment Coordinator ‐ 30 days). Doctors' Hockey Club: hockey logistics, website, sponsors, Silent Auction, giveaways.
Alzheimer Society of Hamilton Halton: volunteers. Volunteers played an important role in ensuring the overall success of the event. They assembled player gift bags, kept time at games and managed onsite registration and other logistical tasks during the tournament and banquets. This was very much a team effort – making use of everyone’s contacts, resources and volunteers allowed us to keep costs low, provide top notch facilities and entertainment (e.g., comedian Jessica Holmes, sports broadcaster Joe Bowen, and whole slate of celebrity NHL alumni). 6. Measurement / Evaluation Docs on Ice helped establish new and enhanced existing physician networks, community liaisons and Objective Sponsorship from at least four local companies Measurement 36 sponsors covered half of the total cost of the tournament A well attended tournament (at least 50 teams registered ‐ 500 physicians) Recruitment of at least 20 high school students as volunteers Over 900 doctors and interns from across Ontario participated Over 40 volunteers More than 13 articles in the local media, one TV and radio spot, mention on Hockey Night in Canada (A2) At least four articles in the local media and one TV spot Achievement of fund raising goals for the Alzheimer Society of Hamilton Halton. Other: overall good will. A record $150,000 raised; the resource centre opened Jan 25, 2012 (Link 1) 94% ranked the event and program guide “good” or “fantastic”. “An amazing event. Excellent organization. The best Docs on Ice of all‐time.” (A3) (A6) In Halton Region’s Service Optimization Tracking Survey 2012 (IPSOS Reid) satisfaction with Halton’s Physician Recruitment program among Halton residents increased to 74 per cent in 2011 from 68 per cent in 2010 23 full time permanent family physicians were recruited to Halton in 2011 There are two sides to physician recruitment – recruitment of new physicians and retention of physicians already practising in Halton. The tournament addressed both. Visiting teams were definitely impressed with all Halton had to offer. Halton’s own physician teams, and the community as a whole, were able to take pride in the knowledge that Docs on Ice Oakville 2011 set a new standard of excellence for the tournament. Participating doctors and medical students had only good things to say. Our hope is they remain ambassadors, continuing to spread the world about all Halton has to offer.
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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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For the media relations component o
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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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