Table of Contents 6 2012 OVATION Awards Winning Entries

More documents

Recommendations

Info

oyalty‐free stock art. The central theme was designed to suit a variety of formats that did not require expensive printing or production processes. While we had the benefit of an entire year to prepare for the 2011 campaign, we pulled together the creative and overall communications plan in just six weeks before the 2010 launch. Managing the project entirely in‐house helped, as we had the flexibility to repurpose elements of the graphic identity for communications opportunities as they arose. Tactics and Budget: The following tactics contributed to the success of the campaign, most capitalizing on the graphic identity created by our Corporate Communications department: Posters (in a variety of sizes to suit multiple locations through the organization) $500 Outdoor signage at each campus $940 Stickers for ID badges (handed out when staff were vaccinated) $700 Digital Screen messaging throughout hospital $0 Screensavers on all corporate PCs $0 Articles in Vital Signs (staff newsletter) and The Practice (physician newsletter) $0 Handouts (Fact Sheets, Q&A) $450 Intranet section to serve as central repository for information $0 Coffee coupons and chocolate for staff (upon vaccination) $2,000 Total: $4,590 Measurement/Evaluation: The campaign resulted in a dramatic increase in compliance in 2010 that far exceeded expectations, with The Scarborough Hospital posting a 45% rate at the General campus and 46% at the Birchmount campus—giving TSH the second best corporate rate in all of the Greater Toronto Area, as reported by Toronto Public Health. In the second year of the campaign, we posted a further remarkable increase, bringing our total to 52% at the General campus and 62% at the Birchmount (see Chart below). The fact that these rates are publicly reportable through Toronto Public Health makes the achievement even more significant, as it showed our improvement from one of the worst hospitals in the GTA to among the very best in just two years. While the 2011 rates for all Toronto hospitals are not available, it is clear that our improvement is likely to maintain our top five standing achieved in 2010. These two metrics demonstrate that we successfully achieved—and exceeded—our primary objectives.
We attribute a large portion of the success of this campaign to the strategy of providing targeted education to each of our identified audiences, and to the constant repetition of key messages in all of our available communication vehicles. A: Flu Vaccination Compliance Rates 2009 2010 2011 Increase (2009‐2011) General campus 24% 45% 52% +116.7% Birchmount campus 29% 46% 62% +113.8%
Page 2 and 3:
Table of Contents 4. A Message from
Page 4 and 5:
A Message from the IABC/Toronto Pre
Page 6 and 7:
2012 OVATION Awards Gala Sponsors W
Page 8 and 9:
Media Relations with budget up to $
Page 10 and 11:
Entrants: Judy Lewis, Tara McCarthy
Page 12 and 13:
Award of Merit Title of Entry: McDo
Page 14 and 15:
Award of Merit Title of Entry: Rimm
Page 16 and 17:
Award of Merit Title of Entrant: Ci
Page 18 and 19:
Award of Merit Title of Entry: RECO
Page 20 and 21:
Award of Excellence Title of Entry:
Page 22 and 23:
over fifty years of successes as a
Page 24 and 25:
5. Use social media as a conduit fo
Page 26 and 27:
hosting a variety of fundraising ev
Page 28 and 29:
“The world recognizes the Nike lo
Page 30 and 31:
generate widespread awareness of th
Page 32 and 33:
In addition to pre‐campaign consu
Page 34 and 35:
OVATION Awards Winning Entry Commun
Page 36 and 37:
• Volunteer Quiz (What’s your V
Page 38 and 39:
even a one‐day delay in the appro
Page 40 and 41:
Measurement/Evaluation of Outcomes
Page 42 and 43:
Complicating the situation was the
Page 44 and 45:
Develop a comprehensive news packag
Page 46 and 47:
Page 48 and 49:
To resonate with the target audienc
Page 50 and 51:
Page 52 and 53:
Implementation: MSL Canada executed
Page 54 and 55:
generally about current events and
Page 56 and 57:
and consumer attention in an authen
Page 58 and 59:
stations). UPS wanted to reach both
Page 60 and 61:
leading up to UPS’s peak day ‐
Page 62 and 63:
3. Goals and Objectives: The progra
Page 64 and 65:
See: Work Sample 8 ‐ SBUX40 ‐ O
Page 66 and 67:
would influence the target, tone an
Page 68 and 69:
Issued four press releases at key i
Page 70 and 71:
For the media relations component o
Page 72 and 73:
Excited by fashions and news trends
Page 74 and 75:
5. Implementation and Challenges: W
Page 76 and 77:
INTENDED AUDIENCE/STAKEHOLDERS The
Page 78 and 79:
TFC identified key major English pr
Page 80 and 81:
• CEO Road Tour: TFC secured 26 m
Page 82 and 83:
In Quebec, a lack of education exis
Page 84 and 85:
According to a recent survey commis
Page 86 and 87:
• Car owners, homeowners and rent
Page 88 and 89:
know that they were covered by thei
Page 90 and 91:
Page 92 and 93: Indigo’s public relations team pr
Page 94 and 95: OVATION Awards Winning Entry Commun
Page 96 and 97: durability. Because cork flooring o
Page 100 and 101: offers both infinite design possibi
Page 104 and 105: In August 2010, Valerie Pringle tra
Page 108 and 109: Council Meetings and social media a
Page 110 and 111: Measurement/Evaluation We relied he
Page 112 and 113: lieu of a conventional media launch
Page 114 and 115: secured notable interior design exp
Page 116 and 117: Challenges Budget The budget presen
Page 120 and 121: practicing in Halton, Ontario and a
Page 122 and 123: 4. Use website and social media to
Page 126 and 127: The occasion offered attendees the
Page 128 and 129: IMPLEMENTATION AND CHALLENGES The o
Page 132 and 133: too Sexy,” further driving traffi
Page 136 and 137: d) Being She: The Culture of Women
Page 138 and 139: two additional WCH events in the la
Page 140 and 141: esult would be necessary to become
Page 146 and 147: Solutions Overview: In 2005, Meridi
Page 148 and 149: ensure new employees were not inund
Page 150 and 151: very busy jobs that make taking tim
Page 152 and 153: Challenges: The guest presenters ar
Page 156 and 157: Additionally, FH recommended that t
Page 158 and 159: Company/Brand Mention: 100 percent;
Page 160 and 161: Goals/Objectives To bring environme
Page 162 and 163: Implementation and Challenges As a
Page 164 and 165: these issues: phasing out coal, hig
Page 166 and 167: exposure. 7 Data released by the On
Page 168 and 169: 1. Educate adult target audiences i
Page 170 and 171: Budget Resource Quantity/Effort/Cos
Page 172 and 173: Ontario are facing the same crisis
Page 174 and 175: produced and printed in‐house at
Page 176 and 177: features available and to embrace t
Page 178 and 179: not impact the budget, members of t
Page 182 and 183: o Incorporate a user‐friendly con
Page 186 and 187: Sun Life and High Road partnered to
Page 188 and 189: 3. Deepen engagement with potential
Page 190 and 191: Secondary Audience: MaRS partner an
Page 192 and 193:
Objective 5: Quantitative objective
Page 194 and 195:
In addition, in 2011, Barrick faced
Page 196 and 197:
o Barrick Tanzania/Zambia 6,700 o B
Page 198 and 199:
Page 200 and 201:
We include special inserts in selec
Page 202 and 203:
success stories in Issue 1 alone)
Page 204 and 205:
• People‐oriented vs. regulatio
Page 206 and 207:
Page 208 and 209:
It was determined that given other
Page 210 and 211:
udget allocated to YouTube promotio
Page 212 and 213:
Page 214 and 215:
But most importantly, we surpassed
Page 216 and 217:
Specific demographics can be drille
Page 218 and 219:
• Oakville hosted first‐ever Na
Page 220 and 221:
Through extensive consultation with
Page 222 and 223:
RESULTS October 2011 officially mar
Page 224 and 225:
years. He is a former president of
Page 226 and 227:
The Executive Roundtable, a profess
Page 228 and 229:
with Holocaust Education Week. Tova
Page 230 and 231:
uilding and leading global teams ac
Page 232 and 233:
Judy Lewis Co‐Founder and Executi
Page 234 and 235:
and is now a freelance writer and e
Page 236 and 237:
Daniel Tisch, APR President and CEO
Page 238 and 239:
2011/2012 IABC/Toronto Board of Dir
Page 240 and 241:
Steven Mills Senior Relationship Ma
show all

Table of Contents 6 2012 OVATION Awards Winning Entries

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?