Table of Contents 6 2012 OVATION Awards Winning Entries

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3. Deepen engagement with potential customers by going beyond broadcasting sales messages to engage in meaningful conversations to help inform their decisions and ultimately build a positive and sustained connection to the brand 5, 967 unique people talking about BrighterLife.ca on Facebook as of Dec. 31, 2011 10,404 engaged users on Facebook as of Dec. 31, 2011 (28‐day total) 1,000 unique visitors to our Facebook page daily, with 40% of visitors being age 45+ 351 Twitter mentions since launch BrighterLife.ca has proven to be an early success. Each objective and established target was exceeded, and previously unidentified benefits have resulted since its launch, including widespread interest in the content from Plan Sponsors who wish to share it with their employees, as well as positive industry attention across content marketing and social media circles, including the Content Marketing Institute and For Immediate Release. As a result, Sun Life Financial has emerged as a financial services company to watch in the content marketing world.
OVATION Awards Winning Entry Communication Management Social Media AWARD OF MERIT Entrant’s Name: Cathy Bogaart Organization: MaRS Discovery District Division/Category: Division 1: Communication Management, Category 13: Social Media Title of Entry: MaRSDD Website Re‐design Time Period: 2011 Brief Description: MaRS Discovery District leverages the accessibility and reach of social media to engage entrepreneurs, promote organizational services and showcase the accomplishments and merits of our clients. The daily MaRS blog is a prime component of our digital reach, providing “snackable” information for the “on‐the‐go” entrepreneur. Business Need/Opportunity: MaRS is a not‐for‐profit registered charity dedicated to maximizing the economic and social impact of innovation. The MaRS model uses place and partnerships to build a community in which innovators, entrepreneurs, scientists, professionals and investors can exchange knowledge, share best practices and expand their networks. MaRS offers a broad range of educational programs and business services to address the needs of emerging and growth‐oriented startup companies. Public outreach activities span both science and culture, while entrepreneurship programs for students reach a wide cross‐disciplinary audience and create a culture that celebrates innovative ideas, entrepreneurship and commercialization. To extend this community beyond the walls of our building, MaRS’ social media networks, including Twitter, Facebook and LinkedIn, create an accessible digital forum for sharing information, thoughts, ideas and opportunities. Social media allows for back‐and‐forth discourse on topics that matter to all members of our audience. It also stretches our capacity to disseminate information and keeps everyone at MaRS and beyond abreast of on‐the‐ground issues. User opinion surveys revealed that our general online audience still perceived MaRS to be an entirely medical institution despite our expansion into the Information Technology, Communications and Entertainment (ICE), Cleantech and Social Innovation sectors. Furthermore, website visits and page views remained stagnant despite the many useful entrepreneurial tools and resources that were added on an ongoing basis. Clearly, better website promotion was required. The solution for a revitalized social media experience had to equally promote all our industry specialties without emphasizing any particular sector. This balancing act had previously proved challenging in the face of various internal stakeholders, each with varying objectives and spheres of influence. The opportunity came with the arrival of a new Director of Communications in March 2011, who insisted on a fresh foray into our social media strategy. After budget reshuffling and a new emphasis on digital communications, the team now had the monetary resources to revitalize MaRS’ social media networks. Intended Audience(s): Primary Audience: Ontario entrepreneurs: typically highly educated with a marked interest in keeping up with the latest market trends. They are generally active on social media platforms for both business and pleasure.
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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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too Sexy,” further driving traffi
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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
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Page 160 and 161: Goals/Objectives To bring environme
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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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2011/2012 IABC/Toronto Board of Dir
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Steven Mills Senior Relationship Ma
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