Table of Contents 6 2012 OVATION Awards Winning Entries

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Company/Brand Mention: 100 percent; Inclusion of Photo/Image/Logo: 45 percent; Inclusion of Spokesperson Quote: 74 per cent; Inclusion of Key Messages: 99 per cent; Exclusivity: 76 per cent Bonus: outreach based on proactive coverage (non‐aggregate): 76 per cent $0.004 cost per contact (Goal: $0.03) More than 23 million impressions (Goal: 20 million impressions) The brand observed an eight percent increase in sales of Lay’s products throughout 2011
OVATION Awards Winning Entry Communication Management Social Responsibility including Economic, Societal and Environmental Development AWARD OF EXCELLENCE Entrant's Name: Stephanie Kohls Organization's Name: Environmental Defence Canada Division: Communication Management and Communication Skills Category: Social Responsibility Title of Entry: Penelope4Ontario Time Period of Project: Late August 2011 – Early October 2011 Brief Description: Environmental Defence raised awareness leading up to Ontario's October 6, 2011 provincial election with a mock non‐partisan election campaign featuring an 8‐year‐old candidate who was serious — “pantsuit serious” — about environmental issues. The campaign's premise was that although children can't vote, they have to live with the long‐term outcomes of our environmental choices. Throughout her campaign, “Penelope” encouraged Ontarians to vote with her future in mind. Business Need/Opportunity Environmental Defence is Canada’s most effective environmental action organization. Our mission is to challenge and inspire change in government, business and people, and we do so through research, education and advocacy work. While our work spans a broad array of national issues, some of our key campaigns are geographically based in Ontario, including Greenbelt, green energy, and water. Faced with an upcoming provincial election and potential post‐election threats to our key campaign areas, we recognized a need to bring environmental issues to the forefront, to engage voters, and to strengthen these campaigns by providing a platform for party leaders to make environmental commitments. The election also offered the opportunity to raise brand awareness of our organization and to highlight Environmental Defence as the leading group behind these issues. The challenge presented to us was how to gain voters' attention and be heard amidst the noise from other hot election issues (e.g. education, health, etc.), while remaining completely non‐partisan in our messaging and working within non‐profit budgetary constraints. Intended Audience The Penelope4Ontario campaign targeted Ontarians of voting age (18+), with a focus on those not yet engaged in environmental issues. The campaign used a light‐hearted approach to a hot‐button issue to stand out and make environmental issues more palatable for those who might not otherwise consider them when voting. Penelope4Ontario also targeted leaders of Ontario's political parties (Progressive Conservative, Liberal, NDP and Green) with the aim of securing solid environmental commitments before the election.
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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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TFC identified key major English pr
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• CEO Road Tour: TFC secured 26 m
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In Quebec, a lack of education exis
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According to a recent survey commis
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• Car owners, homeowners and rent
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know that they were covered by thei
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Indigo’s public relations team pr
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durability. Because cork flooring o
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offers both infinite design possibi
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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 192 and 193: Objective 5: Quantitative objective
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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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