Table of Contents 6 2012 OVATION Awards Winning Entries

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udget allocated to YouTube promotion was hitting the appropriate audience and was more successful than expected. As such, it was ultimately decided that Google Adwords would not be necessary for the 2011 campaign. While the treatment and script writing went fairly smoothly between OREA and TFC, the logistics for the video shoot were also somewhat of a challenge because TFC had never created stop motion videos before. Additional talent had been brought in for animation and we discovered that both shoots involving the private residence and the doll house store required much more time than was originally planned, a situation resolved through skilled on‐site negotiation with venue owners during the course of filming. While this resulted in additional costs in space rental and hourly costs for those individuals involved in the shooting, cost savings in other areas and an excellent network of animation experts enabled us to continue on time and complete the videos on schedule. In October 2011 when TFC heard a Toronto Real Estate Board (one of the 42 board members of OREA) radio advertising campaign explaining the Buyer Representation Agreement we immediately reached out to remind them of our video. They then shared “What does a Realtor do for me?” with their membership, who in turn let clients know it was available. MEASUREMENT/EVALUATION OF OUTCOMES Establish and reinforce the benefits and value Realtors deliver measured by: • Maintain or grow percentage of people who have used a Realtor in the past and intend to use them again (69%) • In order to provide measurement of the Image Campaign to meet client deadlines of year’s end, a short omnibus survey was conducted in November 2011 asking Ontarians their intent to use a Realtor in the future. Of the people who used a Realtor in the past, 69% stated they would use one again in the future, showing that intent to use had remained status quo. • Grow percentage of people who have not used a Realtor before but say they will in the future from 28% to 50%. • The same survey showed that 71% of people who had never used a Realtor before said they would do so in the future, a 43% increase over the response in 2010 and greatly exceeding our goal of 50%. Our use of video to establish and reinforce the benefits and value of Realtors was also confirmed as the right decision when the pace for video views established on YouTube early on confirmed that people were looking for real estate information through video. Use video to enhance/inform Ontarians’ impressions of Realtors • Generate 4,000 video views for each video between September to December 2011 • What does a Realtor do for me? 5,650 views (41% over goal), 23 likes, 5 dislikes, 4 comments such as: • Good job emphasizing Buyer wants versus Buyer needs based on affordability and good buyer decision making. • Great video! Please keep them coming! • How much house can I afford? 13,500 views (238% over goal), 23 likes, 5 dislikes, 6 comments such as: • Love this! Simple, to the point and encouraging. Keep it up OREA. We are able to tell from the cost of our advertising program that approximately 50 per cent of video views were the result of paid promotion and the other 50 per cent from non‐paid means. This indicates that our unpaid promotion of the videos including social media activity and sharing through various OREA internal communications vehicles generated the balance of the traffic. Realtors shared both
videos on various social networks including Twitter and real estate blogs like the Realtor network Active Rain and real estate boards like the Windsor‐Essex Real Estate Board. • Ensure that audience maintains attention at least until delivery of key messages • YouTube insights revealed that audience attention to the videos was strong until about one minute on the Realtor video (full length 1:33) and one minute and fifteen seconds for the affordability video (full length 1:49). In both cases the key messages had been delivered by that point including that a Realtor can help and the affordability formula respectively.
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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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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 174 and 175: produced and printed in‐house at
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Page 178 and 179: not impact the budget, members of t
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Page 182 and 183: o Incorporate a user‐friendly con
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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
Page 196 and 197: o Barrick Tanzania/Zambia 6,700 o B
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Page 204 and 205: • People‐oriented vs. regulatio
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Page 214 and 215: But most importantly, we surpassed
Page 216 and 217: Specific demographics can be drille
Page 218 and 219: • Oakville hosted first‐ever Na
Page 220 and 221: Through extensive consultation with
Page 222 and 223: RESULTS October 2011 officially mar
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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