Table of Contents 6 2012 OVATION Awards Winning Entries

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Award of Merit Title of Entrant: City of Mississauga: Communications Master Plan Entrants: Roanne Argyle, Sarbjit Kaur, Debra Chan, and Daniel Tisch APR, Argyle Communications; Ivana Di Millo and Sonja Banic, City of Mississauga Entrant Company: Argyle Communications Brand Communication This category includes strategies for new brands and for repositioning existing brands. Winners in this category demonstrate the research used to shape brand changes. Programs include brand architectures, changes to corporate identities and design solutions that address the challenges of brand communication. Award of Excellence Title of Entry: Ontario College of Social Workers and Social Service Workers: Building value through brand communication Entrants: Daniel Tisch, APR, Roanne Argyle, Leily Shafaee Entrant Company: Argyle Communications Award of Merit Title of Entry: Lay's Farmers Campaign Entrants: Kim Saunders, Megan Johnson, Megan Stoudt, Jacob Porpossian, Stéphanie Panneton Entrant Company: Fleishman‐Hillard View Entry Social Responsibility Including Economic, Societal and Environmental Development A social responsibility topic that demonstrate efforts by you, your client and/or your employer to build community, public awareness and potentially influence change in one or more areas of: health and welfare, sustainable environmental development, literacy, economic revitalization or cause‐related issues in areas such as education, cultural preservation, indigenous/ heritage protection, poverty reduction and/or other societal benefits. Programs should be designed to raise awareness and drive support where the primary objective is to address and enhance the long‐term well‐being of one or more communities. Award of Excellence Title of Entry: Penelope4Ontario Entrants: Rick Smith (Executive Director), Matt Price (Director of Campaigns), Shiloh Bouvette (Campaign Manager), Adam Scott (Campaign Manager), Stephanie Kohls (Director of Communications), Erin Charter (Communications Manager), Aviva Friedman (Communications Coordinator), Heidi Eisenhauer (Campaign Coordinator), Peter Dreimanis and Joshua Earl Warburton (Film Producers), Dominic Bortolussi, Oleg Khabarov and Hesham El‐nahas (Web Architect), Jeffrey Rae (Designer) Entrant Company: Environmental Defence Award of Excellence Title of Entry: The Creation of Koodonation ‐ Canada's First‐Ever Microvolunteering Community Entrants: Deborah Weinstein, Michael Shipticki Entrant Company: Strategic Objectives and Koodo Mobile View Entry
Award of Merit Title of Entry: WSPA Canada: Collars Not Cruelty Entrants: Daniel Tisch APR, Misty Meeks, Alison George, Taryn Wismer, Carmela Antolino, Sarbjit Kaur Entrant Company: Argyle Communications Award of Merit Title of Entry: Molson Canadian Introduces the Red Leaf Project Entrants: Michael Abbass, Diane Bellissimo, Gina Kohn, Liz McLeod, Paradigm Public Relations; Forest Kenny, Tonia Hammer, Molson Coors Entrant Company: Paradigm Public Relations Award of Merit Title of Entry: The Body Shop's “Stop Sex Trafficking of Children & Young People" Petition Entrants: Judy Lewis, Adriana Lurz, Ive Balins Entrant Company: Strategic Objectives and The Body Shop Canada Award of Merit Title of Entry: A Farewell to Featherwagons Entrants: Beckie Jas, Brandon Koepke, Anna Larson, ABC, Halton Region Air Quality/Climate Change Picture Book Committee. Halton Region Creative Services Entrant Company: Halton Region Award of Merit Title of Entry: Oakville Canopy Club Entrants: Town of Oakville Entrant Company: Janine Ivings, Jeff Smalley, Brett McNally View Entry View Entry Electronic, Digital and Interactive Communications Includes computer‐based communication projects produced for internal or external audiences that use electronic production and/or delivery tools for one or two‐way communication. This may include electronic newsletters, electronic annual reports, websites, intranet/internet sites, and podcasts. Award of Merit Title of Entry: New Transit for Toronto: The Eglinton‐Scarborough Crosstown Entrants: Daniel Tisch APR, Roanne Argyle, Misty Meeks, Taryn Wismer Entrant Company: Argyle Communications Award of Merit Title of Entry: Making it Click at ontarioshores.ca Entrants: Susan Nakhle, Maureen Patterson, Jennifer Bastarache, Krista Luxton Entrant Company: Ontario Shores Centre for Mental Health Sciences Award of Merit Title of Entry: myTVO 2.0: Transforming a static intranet into an engaging tool for two‐way communication Entrants: Christina Francisco, John Gallo, Maria Gonzalez, Sue Indrigo, Jill Javet, Mark McKay, Michael Palma, Jeff Rohrer, Todd Slivinskas Entrant Company: TVO
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 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 48 and 49: To resonate with the target audienc
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
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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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OVATION Awards Winning Entry Commun
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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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lieu of a conventional media launch
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secured notable interior design exp
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Challenges Budget The budget presen
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practicing in Halton, Ontario and a
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4. Use website and social media to
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The occasion offered attendees the
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IMPLEMENTATION AND CHALLENGES The o
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too Sexy,” further driving traffi
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d) Being She: The Culture of Women
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two additional WCH events in the la
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esult would be necessary to become
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oyalty‐free stock art. The centra
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Solutions Overview: In 2005, Meridi
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ensure new employees were not inund
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very busy jobs that make taking tim
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Challenges: The guest presenters ar
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Additionally, FH recommended that t
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Company/Brand Mention: 100 percent;
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Goals/Objectives To bring environme
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Implementation and Challenges As a
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these issues: phasing out coal, hig
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exposure. 7 Data released by the On
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1. Educate adult target audiences i
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Budget Resource Quantity/Effort/Cos
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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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