Table of Contents 6 2012 OVATION Awards Winning Entries

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success stories in Issue 1 alone) • Moved printing of Spanish version to South America, overcoming Customs/border delays and adding to local economic stimulus • Introduced home mailing for employees in Australia • Enhanced working relationships with regional colleagues to achieve better on‐time delivery of quality material and improve engagement
OVATION Awards Winning Entry Communication Skills Publications AWARD OF MERIT Organization’s Name: Real Estate Council of Ontario Entrant’s Name: Sherri Haigh Division/Category: Division 1: Category 15 – Publications Title of Entry: For the RECOrd Time Period of Project: 2011 Brief Description: The Real Estate Council of Ontario (RECO) targeted its quarterly industry newsletter – For the RECOrd – for a significant redesign. Distributed to approximately 60,000 real estate registrants in Ontario, it is now a timely and relevant publication that offers a combination of regulatory and industry news in plain language. The new For the RECOrd is more reader‐friendly and features a sophisticated magazine‐style layout. And for the first time, it is available electronically in Uniflip format. Business Need/Opportunity: RECO is a self‐managed, not‐for‐profit corporation, responsible for administering the Real Estate and Business Brokers Act, 2002 (REBBA 2002) and associated regulations on behalf of the provincial government. RECO protects the public interest through a fair, safe and informed marketplace. RECO’s core purpose is to foster confidence and uphold integrity in real estate transactions. However, one of the organization’s core communications goals is to increase the profile of RECO and its value to registrants. One of the tactics used for communicating with registrants is a quarterly newsletter, For the RECOrd. RECO determined that the existing newsletter did not meet the needs of registrants. The existing publication was printed and mailed to real estate professionals across Ontario, however with real estate professionals often being away from the office, the newsletters often did not reach them in a timely manner. Additionally, with the time delays involved in creating and distributing a printed publication, the content did not always reflect emerging industry trends and issues. Research: RECO conducted research to gain an understanding of how registrants perceived RECO’s communications materials: • Biennial member satisfaction survey – RECO used a nationally recognized polling firm to conduct a registrant survey, which found that registrants prefer receiving information online; • Communications audit – RECO worked with a third‐party agency to identify areas for improving existing communications with registrants; and • Environmental scan – RECO reviewed industry newsletters of other regulatory real estate organizations and delegated administrative authorities to gain insight into how to deliver timely and relevant information to registrants. Analysis: RECO analyzed the insights gained from the registrant survey, communications audit and environmental scan and identified the following recommendations for enhancing the registrant newsletter: • Electronic communications – Real estate professionals are often on‐the‐go and prefer to receive information electronically. Using technology to enhance the mobile readability would have to be an important factor in adding value to For the RECOrd.
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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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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
Page 152 and 153: Challenges: The guest presenters ar
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Page 156 and 157: Additionally, FH recommended that t
Page 158 and 159: Company/Brand Mention: 100 percent;
Page 160 and 161: Goals/Objectives To bring environme
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Page 164 and 165: these issues: phasing out coal, hig
Page 166 and 167: exposure. 7 Data released by the On
Page 168 and 169: 1. Educate adult target audiences i
Page 170 and 171: Budget Resource Quantity/Effort/Cos
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Page 188 and 189: 3. Deepen engagement with potential
Page 190 and 191: Secondary Audience: MaRS partner an
Page 192 and 193: Objective 5: Quantitative objective
Page 194 and 195: In addition, in 2011, Barrick faced
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Page 210 and 211: udget allocated to YouTube promotio
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Page 220 and 221: Through extensive consultation with
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Page 224 and 225: years. He is a former president of
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Page 228 and 229: with Holocaust Education Week. Tova
Page 230 and 231: uilding and leading global teams ac
Page 232 and 233: Judy Lewis Co‐Founder and Executi
Page 234 and 235: and is now a freelance writer and e
Page 236 and 237: Daniel Tisch, APR President and CEO
Page 238 and 239: 2011/2012 IABC/Toronto Board of Dir
Page 240 and 241: Steven Mills Senior Relationship Ma
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Table of Contents 6 2012 OVATION Awards Winning Entries

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