Table of Contents 6 2012 OVATION Awards Winning Entries

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Implementation and Challenges As a non‐profit, the Penelope4Ontario campaign presented several challenges: Competition – The impetus for the campaign idea (i.e. using humour) was to raise the profile of our organization and our issues amidst intense competition for media and public attention during the period leading up to the October 6 th provincial election. Budget – Non‐profit budgets can be challenging to work with, but our team managed to spend only $48,000 of an allotted $60,000 budget. The campaign videos' productions consumed approximately 20% of our budget, but we cut costs by creating multiple videos from previously captured footage. Administrative costs (honorarium, tutoring, etc.) set aside, the majority of the remaining budget was focused on web (10%), print (10%) and promotional materials (10%). Besides traditional social media, videos and the website were promoted through small ad buys (under budget, approximately 5% of budget) on facebook and youtube and banner ads were strategically placed on our allies' websites. Media releases accounted for less than 5% of the budget but the extensive earned media coverage at each stop on the campaign tour was vital to Penelope4Ontario's success. Time frame – Though initial planning for an election campaign began months earlier, detailed plans for Penelope4Ontario were not finalized until mid‐August. With the tour set to launch in early September, we interviewed, selected and trained a child and created all campaign materials (videos, print materials, ads, etc.) in the span of only a couple of weeks. The campaign itself, which took us across Ontario, was executed over four weeks and required meticulous scheduling around school year activities. Logistics – Working with a child presented several inherent challenges. “Penelope” was not a trained actor, so in order to ensure consistent messaging throughout the campaign, including in media interviews and impromptu meetings with the public, media training was provided and a "Campaign Manager" was assigned for messaging and logistics. We were legally required to have a parental chaperone on hand at all times who we handpicked to be environmentally minded and a good representative of Environmental Defence. The project also required scheduling around school and ensuring the privacy and safety of the child throughout the entire period. Criticism – As an environmental advocacy group, we expect criticism of our campaigns. We planned in advance for concerns about the use of a child in a political campaign during the school year by selecting the child from a pool of environmentally engaged children and putting in place a system to minimize her required hours. “Penelope” was offered a private tutor and was scheduled for no more than two days each week. Throughout the tour we worked closely with the child’s parents, who blogged about their experience and were also made available for comment. Charitable status – As a non‐profit, we were mandated to remain completely non‐partisan in all campaign messaging. So as not to influence voters on which party to vote for, campaign messaging focused solely on issues and not parties. Measurement/Evaluation Metrics that helped demonstrate success in meeting our objectives of increasing awareness of environmental issues before the election and raising the profile of our organization included:
Experiential: “Penelope” met and shook hands with thousands of Ontarians on her tour, including political figures and the public. The campaign took her from the launch in Toronto, to pamphleting on the streets of Barrie, to handing out cookies in Ottawa, having sundaes with local candidates, visiting university students in Guelph, speaking at Moving Planet next to former mayor David Miller, participating outside the leaders’ debates and closing the campaign at her wrap party. “Penelope” clearly had an influence on followers; one Hamiltonian fan tweeted at her, came to an event, and then blogged about the experience. Website traffic and email signups: Over 8,000 people visited the Penelope4Ontario.ca site over the short campaign period, which is approximately 20% higher traffic than similar one‐off campaign websites that we have operated over comparable spans of time. The website’s low bounce rate of 33% suggests that not only were visitors becoming informed on the issues but that they were also highly engaged with the content, staying on the site and visiting several pages. With over 300 pledges and new email signups, readers also chose to stay connected with us as an organization. Hundreds of pledges included similar inspirational messaging, e.g. “You’re an inspiration to all, young or old. Keep it up like this and you will ensure an amazing future for all younger generations”. Video views and social media activity: Campaign videos were collectively viewed close to 24,000 times and were shared thousands of times through facebook and twitter. Key to the campaign's success was the re‐posting and re‐tweeting of campaign videos and the website by influential social media users, such as David Suzuki and Margaret Atwood. Another key component was social media advertising, which, for less than 5% of the budget, accounted for 1,135,156 impressions and garnered over 7,000 clicks. The videos helped us to meet our goal of raising awareness about the issues and of driving people to Penelope4Ontario.ca and EnvironmentalDefence.ca, where they could read the party platforms and inform their votes. Environmental Defence twitter followers increased by 30% and facebook ‘likes’ increased by 20%, indicating that members of the public had learned about our organization specifically and opted to follow and become more engaged with it. Media coverage: With a small budget and a goal of increasing awareness, earning media coverage was vital to the success of Penelope4Ontario. Media coverage was tracked throughout the campaign but due to limited budgets, we do not have media impression numbers. Below is a list of media coverage: Toronto: GridTO, CBC Toronto, CHCH News, Global Toronto Barrie: Rogers TV, Barrie Examiner, Snap Barrie, 107.5 Kool FM, 95.7 Rock, B101, CHAY FM Hamilton: Hamilton Open File, Hamilton Spectator, CHCH News, CFRU 93.3 FM, 570 News, Y108/900, CKNW AM 980 Guelph: University of Guelph radio Waterloo: The Waterloo Record Ottawa: Metro Ottawa, Le Droit, CBC Ottawa, Radio 1310 NewsTalk and CFRA Other: MacLean's magazine, Canadian Press, Marketing Magazine Awareness and environmental commitments: Besides increasing public awareness of where politicians stood on environmental issues, our efforts likely helped secure specific responses on
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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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Council Meetings and social media a
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Measurement/Evaluation We relied he
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Page 160 and 161: Goals/Objectives To bring environme
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Page 190 and 191: Secondary Audience: MaRS partner an
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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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