Table of Contents 6 2012 OVATION Awards Winning Entries

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IMPLEMENTATION AND CHALLENGES The overall program budget was $25,000, which included media outreach, communications materials and photography. Event planning began in early September 2010 and was handled entirely by the communications team. The majority of print materials and signage were produced in‐house. An additional $5,000 was set aside for the special breakfast and catering, which was much less than we would have spent on a luncheon if the event had happened later in the day. We oversaw all event details including set‐up, scheduling, securing and briefing spokespeople and special guest liaison. We developed all of the media materials, speaking notes and photography coordination. Our contracted PR agency, Narrative Advocacy Media, provided media outreach. This included the creation of a “sizzle video” of the ceremony for dissemination on the Social Media Release and via the Science Centre’s social media channels and website. It obtained close to 5000 views on YouTube. Narrative also provided media outreach and on‐site support during the event, and sustaining media outreach after the event. The team faced some challenges during the planning and execution of the event, including: Short deadlines: Work began in early September, leaving only a little over two months to engage all stakeholders and prepare for the execution of the event Competing priorities: Planning for the event started only a month after previous large‐scale exhibition launch Cultural sensitivities: The entire team had to be sure to follow proper protocol for rituals and ceremonies, including sharing of meals and entrusting the exhibition to our own First Nations leader Sensitivity of artifacts (ceremonial treasures) which limited use of photography in some areas Last minute approvals/changes: Much of the ceremony was determined the night before when Māori elders and Te Papa officials arrived in Toronto for the event run‐through Timing of event: The early start time posed an obstacle when liaising with media, but could not be avoided due to the protocol dictated by the ceremony/blessing MEASUREMENT/EVALUATION Success of the event was measured in part by earned media coverage, attendance of the event by stakeholders and key influencers, and visitor attendance of the exhibition through its duration. As a result of the event, the following was output was measured: 50+ members of the New Zealand expatriate community and government officials attended the event 90+ Science Centre stakeholders and guests attended Branded print, online and broadcast coverage of the event and/or exhibition yielded 11,463,567 impressions
27 media hits in total Coverage in top‐tier outlets including CTV News at Noon Toronto, National Post, 24Hours Toronto, Daily Planet, DiscoveryChannel.ca, APTN broadcast and Toronto Life Outcome: 10% increase in membership sales over the same period of the previous year 70% of Science Centre visitors entered the exhibition (as this was not a separately‐ticketed exhibition, there are no attendance numbers to compare to similar past exhibitions) We anticipated 50 participants to the ceremony, 25 from each country. Some 150 attended. All were impressed by the richness of the ceremony and were pleased to have participated. The following are examples of feedback received from top‐tier media: “We’re learning so much here at this [exhibition] . . . an amazing opportunity to learn about these magnificent mammals.” ‐Anwar Knight, CTV News “When you are given the chance to visit the treasures of one of the world’s largest and most important whale collections, you should take it . . . Whales|Tohorā is an impressive display of science and discovery.” ‐Kris Abel, CTV.ca
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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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Excited by fashions and news trends
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5. Implementation and Challenges: W
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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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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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