Table of Contents 6 2012 OVATION Awards Winning Entries

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o Incorporate a user‐friendly content management system that would allow for content updates in a timely manner by in‐house staff. o Offer additional ways for registrants and consumers to connect with RECO by offering an optin mailing list option, social media sharing and online forms for questions. • Choosing and working with a website designer to bring the visual and navigation concepts to life. • Identifying the topic areas of most interest to the two intended audience groups. • Developing a function that easily allows consumers to verify the credentials of a real estate professional. • Writing all website copy and selecting all images to create a final product that conveys the core messaging of protecting the public interest in real estate transactions. Implementation and Challenges: Budget: The total budget for the RECO website re‐design was $25,500, which included website design, hosting, maintenance and stock photography. Timeline: The initial planning for the re‐design began in September 2010 with the fully re‐designed website having launched on April 1, 2011. Challenges: • Resistance to change – the re‐design of the website was part of a broader program to put more focus on consumer communications and awareness, which was a change from the traditional industry‐oriented approach. Throughout the project, the communications team liaised with both internal and external stakeholders to keep everyone up‐to‐date on the project status and the importance of consumer communications in fostering confidence and upholding integrity in real estate transactions. Measurement/Evaluation: • Increase registration to the MyWeb portal to 30 per cent of all registered real estate professionals in Ontario: o Prior to the launch of the website, 46,997 registrants (78 per cent) had signed up for MyWeb. As of February 2012, 53,571 registrants are now signed up with MyWeb, representing 88 per cent of all real estate professionals in Ontario. • Obtain a 70 per cent satisfaction rating on website usefulness from registrants: o A registrant satisfaction survey taken in late October 2011 showed that 90 per cent of registrants had used RECO’s website and 70 per cent “agreed” or “strongly agreed” that the website was useful. Of frequent website users, 86 per cent said the content was right for registrants, 86 per cent said the presentation of information is in the right format and 80 per cent said it’s user friendly . • Obtain click‐through rate of at least 30 per cent for the consumer section of the website: o A Google analytics report of click through rates from RECO’s home page shows that 53.8 per cent of all visits between April 1, 2011 ‐ February 22, 2012 clicked‐through to the consumer resources available on the site.
Current Google Analytics data indicates that visitor “stickiness” has increased significantly meaning people are finding the documents they want and spending more time on the site. The number of people who leave the site quickly (bounce rate) decreased by 12 per cent in the first few weeks of the launch. RECO has also been actively promoting its registrant portal MyWeb to encourage registrants to use online services. The industry professional section of the website places a strong emphasis on the value of MyWeb and since launch, the number of real estate professionals visiting this exclusive portal has increased exponentially.
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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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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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Page 132 and 133: too Sexy,” further driving traffi
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Page 136 and 137: d) Being She: The Culture of Women
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Page 142 and 143: oyalty‐free stock art. The centra
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Page 152 and 153: Challenges: The guest presenters ar
Page 156 and 157: Additionally, FH recommended that t
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Page 160 and 161: Goals/Objectives To bring environme
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Page 168 and 169: 1. Educate adult target audiences i
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Page 190 and 191: Secondary Audience: MaRS partner an
Page 192 and 193: Objective 5: Quantitative objective
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Page 204 and 205: • People‐oriented vs. regulatio
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Page 224 and 225: years. He is a former president of
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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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