Table of Contents 6 2012 OVATION Awards Winning Entries

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• People‐oriented vs. regulation‐oriented – Real estate professionals favour receiving communications in plain language that further enhance their knowledge of their responsibilities under REBBA 2002, in an easy‐to‐understand format. • Timely information – Real estate professionals want timely updates regarding legislation changes, legal case studies and interpretations of industry trends. Intended Audience: The intended audience group for RECO’s industry newsletter – For the RECOrd – consists of registrants. This group encompasses the 60,000 registered real estate professionals in Ontario. They are a highlyengaged group that is interested in staying on top of real estate regulation changes, member convictions, industry news and education updates. Through the bi‐annual satisfaction survey RECO was able to determine that this group prefers to receive their news in electronically and in plain language. Goals/Objectives: Goals: • Deliver timely and relevant information, news and updates to registrants; and • To enhance registrants’ knowledge of their responsibilities under REBBA 2002. Objective: • Obtain an understanding level of RECO’s purpose from at least 80 per cent of registrants; • Obtain a satisfaction level of at least 75 per cent for informing registrants of key industry issues; and • Obtain a satisfaction level of at least 80 per cent for For the RECOrd from registrants. Solution Overview: Strategies: RECO’s strategies for creating a timely and informative registrant newsletter included: • Deliver a visually‐appealing and easy‐to‐read newsletter that would resonate with the needs of real estate professionals. • Use mobile‐friendly technology to enhance the reader experience and better reflect the preferences of the industry. • Communicate with all registered real estate professionals in Ontario with credible, concise and timely information pertaining to the real estate industry and provincial legislation. Tactics: RECO’s tactics included: • Identifying internal and external stakeholders to act as information sources and editorial board contributors; • Identifying topics of interest to be addressed in newsletter articles; • Engaging the services of a graphic design partner to determine a new template for magazine‐style newsletter; • Researching and selecting an online e‐magazine program to enhance the mobile readability of the newsletter; and • Researching and writing all copy and selecting all images to create a final product that delivers timely, relevant and easy‐to‐read industry and regulatory information to registrants.
Implementation and Challenges: Budget: The annual budget for the four newsletters was $110,000, which included design, printing, e‐ magazine hosting (UniFlip) and postage costs (including returned mail). Timeline: The newsletter was distributed four times in 2011. Challenges: • By‐laws sometimes dictate content – as RECO is governed by a set of by‐laws, there are certain items that must be communicated at certain times of the year (e.g., call for nominations in the spring). As a result, the mandatory content increases the publication size, thus increasing the cost of production and printing. • Challenge of positioning – while RECO offers valuable information and resources to industry professionals, it is important to maintain a credible reputation as Ontario’s real estate regulator. We want to ensure we are distinct from real estate associations. Measurement/Evaluation: • Obtain an understanding level of RECO’s purpose from at least 80 per cent of registrants: o The results of the registrant satisfaction survey, conducted in October 2011, show that 82 per cent of respondents “agree” or “strongly agree” that RECO’s purpose is clear to them. • Obtain a satisfaction level of at least 75 per cent for informing registrants of key industry issues: o The results of the registrant satisfaction survey, conducted in October 2011, show that 76 per cent of respondents were “satisfied” or “very satisfied” with RECO’s efforts to inform them of key industry issues. • Obtain a satisfaction level of at least 80 per cent for For the RECOrd from registrants. o The results of the registrant satisfaction survey, conducted in October 2011, show that 83 per cent of respondents indicated that For the RECOrd is “useful” or “very useful”. This was the third highest ranked publication by registrants, out of a list of 16. For the RECOrd is one of RECO’s primary methods of communicating with registrants. The ability to provide information that is relevant, timely and in plain language has helped increase the value to registrants. The introduction of electronic delivery has also allowed us to communicate in a timely manner, addressing issues that are current and relevant to the industry.
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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
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Challenges: The guest presenters ar
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Page 160 and 161: Goals/Objectives To bring environme
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Page 192 and 193: Objective 5: Quantitative objective
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Page 224 and 225: years. He is a former president of
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Page 238 and 239: 2011/2012 IABC/Toronto Board of Dir
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