Table of Contents 6 2012 OVATION Awards Winning Entries

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It was determined that given other elements of the media relations plan, the communications objective would be further met by the delivery of fun, contemporary and informative videos that would be widely viewed in the province of Ontario by home buyers and sellers. Through our phase one research, we knew that our home buying/selling audience was already cynical about Realtors intentions. By creating solutions that were informational in nature in a humorous and unique way we felt we could overcome potential objections from our target audience to reviewing Realtor information. After internal and external research, a review of the OREA publication “How to Buy a House” and OREA president and Realtor Barb Sukkau’s personal materials on home buying, two video topics were selected as the first to be produced in the series. With the broader topic “What does a Realtor do for me?” focusing on why people should sign a Buyer Representation Agreement — a document that also establishes the commission rate and indicates it is negotiable — we would be addressing a major concern of those who had previously used a Realtor and identifying all of the things a Realtor does over and above MLS listings. The more specific topic “How much house can I afford?” was aimed more at the first‐time home buyer to show them that Realtors could help them figure this out and again point to more than the provision of MLS. Given that the ins and outs of home buying and selling can be a dry topic, and the inherent opportunities provided by the video format to present important information about home buying in a memorable way, the proposed treatments included the use of stop motion action. In stop motion, objects or people are filmed frame by frame in small increments of movement that are then edited together to create the illusion of movement once frames are played together. This also gives a more contemporary feel to the videos. The total budget for fees and expenses for the videos including pre‐production, production and post production and paid promotion was $77,800, with $48,000 allocated to fees. Despite challenges to the program that carried with them budget implications (see below), ultimately the project was delivered $8,000 under budget with savings coming from less paid video promotion than was originally planned given that measurement goals were met and exceeded early. The key messages for the overall campaign were written to be tailored to a spokesperson’s expertise. Specifically for the videos the following key messages were touched upon through the video topics chosen: Why should I use a realtor? (expertise, knowledge, regulated, education) • Realtors can offer you a range of services, from simply listing your property on the MLS to the fullservice treatment. Agree on these services and negotiate your commission rate in the Buyer Representation Agreement. • Realtors know the homes and communities that you’re interested in. They are in a great position to advise on local issues from nearby schools to market value • A Realtor has the expertise and knowledge to help you decide how you can afford to spend on a house purchase. IMPLEMENTATION AND CHALLENGES Approval for the Image Campaign came in May 2011 and as previously stated OREA wished to evaluate all elements of the campaign at the end of 2011 prior to planning for 2012. It was important therefore
that production of the videos happen quickly in order that they were able to gather views and hit targets before year’s end. Planning for the videos therefore started immediately, with research and client meetings to identify topics, sourcing of potential venues, identification of video spokespeople and the development of shooting schedules occurring over the summer. The proposed video treatments and story structures were presented to OREA on August 2. Scripts were developed and refined in consultation with OREA and Barb Sukkau from August 19‐24. Shooting took place as planned on Thursday, August 25 in a private residence that was sourced by TFC (“What does a Realtor do for me?” video) and in a doll house store over two nights (after the store closed) on Friday, August 26 and Saturday, August 27 (“How much house can I afford?”). While Barb Sukkau appeared in both videos, her scenes were all shot in the private residence on August 25. The videos were edited, presented to the client and finalised on September 14, 2011, when they went live on the YouTube channel. Once the videos were finalized, TFC carried out the following promotional activities for the videos: • Posting the videos on a branded YouTube channel (youtube.com/OREAInfo) • Embedding the videos on OREA.com • Including links to the videos in relevant Image Campaign news releases and pitches such as one identifying the top five buying errors made by Ontarians and another outlining how to negotiate Realtor contracts. • Promoting the videos on all OREA social media channels including Twitter, LinkedIn, Facebook and the OREA blog • Encouraging Realtors and real estate boards to share the videos on their social networks and providing special instructions on how to • Generating Ontario specific paid campaigns through YouTube Promotion and Google Adwords Two types of paid promotion were part of the campaign including YouTube paid Promotion (ads on YouTube directing Ontario users back to the OREA videos when they searched various home buying terms) and Google Adwords (ads that come up in Google when Ontario users search specific terms on Google). YouTube promotion would help direct traffic if users were searching for content on the specific channel and Google Adwords promotion would help attract a broader group of traffic who may not necessarily think of YouTube when searching for home buying information. TFC worked with a media buyer to consult and get suggestions on possible keywords to search, ad copy creation and potential numbers of expected views. As planned, YouTube paid promotion was started shortly after the videos went live; however, the Google Adwords promotion ran into a number of obstacles. Firstly, being aware that Google Adwords campaigns have to direct Google users to a website (not YouTube) we had planned to direct users to a new OREA website that was due to be launched in October 2011. However, when the website launch was delayed we in turn postponed the Adwords campaign, but increased our YouTube spend to maintain views. Once the site was launched in October and the Adwords campaign in place, we noticed that website analytics indicated that click throughs and plays on the videos were exactly the same (1 to 1). Knowing it was extremely unusual to see 100 per cent follow through of users clicking on an ad and then consequently playing the video it became apparent that the tracking for the website was not working properly. Once again the Google Adwords promotion was put on hold until OREA could troubleshoot the problem and get accurate metrics. As we sorted the coding challenges, it became quite apparent that
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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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Additionally, FH recommended that t
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Page 160 and 161: Goals/Objectives To bring environme
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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 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 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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