Table of Contents 6 2012 OVATION Awards Winning Entries

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But most importantly, we surpassed our primary business objectives. 1. Increased Net Premium Written (revenue) by 21% versus our goal of 15% ‐ and as a bonus, we acquired 62 new accounts above $100k each in that timeframe ‐ unheard of in the joint histories of RSA and GCA 2. Increased our Combined Operation Ratio (profit) by 9% versus our goal of 5% 3. We retained our above‐industry‐standard ``submission to quote`` and ``quote to bind`` ratios 4. We retained 100% of RSA and GCAN staff essential to growing our business ‐ and we made incremental hires to manage our growth
OVATION Awards Winning Entry Communication Creative Other Graphic Design/3D AWARD OF EXCELLENCE Entrant’s Name: Jeff Smalley, Corporate Graphic Designer Organization’s Name: Town of Oakville Division/Category: Division 3/Category 18 Title of Entry: Oakville Canopy Club Time Period of Project: March‐Nov 2011 Brief Description: Town of Oakville launched the Oakville Canopy Club, an innovative community outreach program that encourages residents to save Oakville’s tree canopy from the threat of an invasive insect, the Emerald Ash Borer. The branding of the Oakville Canopy Club had to be inviting, unique, exciting, positive and capture the club’s essence. Project Summary: The Emerald Ash Borer (EAB), a native insect to Asia, migrated to North America in 2002 infesting and destroying over 20 million indigenous ash trees in Canada and the United States. EAB’s presence in Oakville was first confirmed in 2008 and is a direct threat to more than 180,000 ash trees within the town. As a primary tree killer, this insect can kill a healthy tree in two to three years. The town's goal is to protect 75 per cent of the ash canopy cover on the public road allowance and active parks from EAB. However, a staggering 80 per cent of Oakville’s treatable ash trees are located on private property. Ash trees which are structurally sound and healthy can be saved if residents know about them and choose to treat them. This was a huge opportunity for the Town of Oakville to educate residents and encourage treatment. In response, the Town of Oakville developed and subsequently launched the Oakville Canopy Club an innovative community outreach program that encourages residents to save Oakville’s tree canopy from the threat of EAB. The goal of the Oakville Canopy Club is to inspire residents to join the cause. Whether you have an ash tree or not, residents can become a canopy club champion by treating their ash trees, removing dead or dying trees and disposing of them properly, replanting a new species of tree, but most importantly, tell anyone who will listen to do their part. In order to maximize exposure, the brand identifier for the Oakville Canopy Club had to look and feel exciting, but still abide by the Town of Oakville’s visual identity standards. Having the correct balance of graphic elements and emotive qualities to the branding would help support the goal of spreading awareness of EAB, and ultimately have residents take action on EAB prevention that not only affects them, but their entire community. Intended Audiences: The primary target of the Canopy Club was the residents of Oakville, though the EAB infestation was not limited to a local phenomenon. The intended target included any range of age, gender, race, income level, etc., as the EAB issue affects all residents. Homeowner or no homeowner, ash tree or no ash tree, the potential canopy depletion would affect the look and feel of the town overall, and thus the message of the Oakville Canopy Club was simple: tell anyone who will listen about the EAB threat.
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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;
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Goals/Objectives To bring environme
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Implementation and Challenges As a
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Page 168 and 169: 1. Educate adult target audiences i
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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 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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