Table of Contents 6 2012 OVATION Awards Winning Entries

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Award of Merit Title of Entry: RECO Website Re‐Design Entrants: Sherri Haigh, Lisa Scianitti Entrant Company: Real Estate Council of Ontario View Entry Social Media These programs encompass a fast‐evolving range of social media tools and practices that allow individuals and groups to collaborate and share knowledge and experiences online. They can be distinguished by a heightened desire to engage a public (internal or external) in conversation, as opposed to one‐way broadcasting. Tools & techniques can include (but are not limited to): • Web 2.0 conversation‐enabled publishing platforms (blogs, webinars, etc.) • Social networks (Facebook, MySpace, etc.) • Democratized content networks (wikis, message boards, etc.) • Presence networks/microblogging (Twitter, Jaiku, Pownce, etc.) • Content‐sharing sites (YouTube, Flickr, Del.icio.us, etc.). Award of Merit Title of Entry: The Sales Experience Social Media Initiative Entrants: RBC Royal Bank of Canada Entrant Company: Dana Dean, APR, Jennifer Andres, Margaret Young Award of Merit Title of Entry: Kraft Foods DessertCentre.ca Festive Blogger Program Entrants: Robyn Adelson, Sandra D’Ambrosio, Jennifer Brown, Jennifer Zed, Amanda Lazarovitz Entrant Company: Edelman Canada Award of Merit Title of Entry: BrighterLife.ca Entrants: Sun Life Financial: Darin Diehl, AVP, Digital Communications Brenda Spiering, Manager/Editor, Sun Life Canada Wendi Phillips, Director, Digital Marketing Pauline Won, Director, Client Solutions Steven Gangbar, Director, Social Media and Intranet Bill Meikle, Director, E‐Business/Mobile Brooke Robinson, Sr. Specialist, Social Natasha MacFarlane, Digital Content Consultant Rosie Amio, Digital Technical Consultant High Road Communications: Katherine Fletcher, Senior Partner & Managing Director, Digital Brandy Fleming, SVP Kristy Pryma, Vice President Adrienne Connell, Account Director Sarah Long, Account Executive Jessey Bird, Senior Writer Amy Husser, Writer Steve Coppola, SVP User Experience Chrys Moll, Creative Director Chris Howell, SVP Technology Peter Tasker, Senior Developer Entrant Company: High Road Communications Award of Merit 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 Award of Merit Title of Entry: TD Social Customer Service Entrants: Wendy Arnott Entrant Company: TD
Award of Merit Title of Entry: Cold Stone Creamery Signature Creation Contest Entrants: Cold Stone Creamery Canada (Tim Hortons) David Morelli, Alexandra Cygal; MSL Canada: Paul Keable, Anne Yourt, Sara O'Reilly, Diane Sidik, Rainer Takahashi, Patricia Lariviere Entrant Company: MSL Canada Award of Merit Title of Entry: MaRSDD Social Media Revitalization Entrants: Cathy Bogaart, Chris Stevenson, Karen Schulman Dupuis, Kara Collins, Shenthuran Vijayananthan Entrant Company: MaRS Discovery District View Entry COMMUNICATION SKILLS These categories look at communication products that highlight such technical skills and expertise as editing, writing, design and photography. They recognize: • Importance of project’s goals • Demonstration of measurable results • Alignment with the organization’s strategic business goals, and • Emphasis on the creative process of project execution. Writing Encompasses original material written for a particular communications project, such as: • Personality profiles, recurring features or columns • Other features, editorials and advertorials • Original writing of news stories, news article(s), news releases, or interpretive/expository articles • Marketing and sales promotion materials • Speeches, scripts • Writing for online distribution • Technical writing. Award of Excellence Title of Entry: Unplugged: Electric Vehicle Realities Versus Consumer Expectations Entrants: Broad Reach Communications: Andrea Lekushoff, Bruce Geddes, Heather McCulligh, Donna Dawson. Deloitte Touche Tohmatsu: Craig Giffi, Joe Vitale, Mimi Lee, Michelle Drew, Jennifer McHugh. Entrant Company: Broad Reach Communications Award of Merit Title of Entry: Renter's Insurance 101 Entrants: Diane Bellissimo, Liz Christiansen, Paradigm Public Relations; Natalie Jikerjian, Samson Yuen, TD Entrant Company: Paradigm Public Relations and TD Publications External or internal publications in all formats (except electronic): magazines, newspapers, magapapers/tabloids, corporate social responsibility reports, newsletters, annual reports and special purpose publications.
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 16 and 17: Award of Merit Title of Entrant: Ci
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
Page 66 and 67: 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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