Table of Contents 6 2012 OVATION Awards Winning Entries

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RESULTS October 2011 officially marked the global launch of the TORZEN brand at the international Fakuma trade conference in Germany. All client criteria for a successful brand launch – alignment, differentiation, communication of relevance – were achieved within the allotted timeframe (between February and October). The project was delivered under budget (the final figure is confidential / commercially sensitive, but was under $50,000). Ultimately, it was a small team that delivered: a senior vice president as lead consultant at MAVERICK, with minimal administrative support, working closely with a graphic designer. Perhaps most importantly, client feedback has been extremely complimentary: “Maverick Public Relations did an outstanding job generating a number of innovative ideas, and taking us through the process of brand development. We believe that the work embedded in the TORZEN brand will enable us to create significant value for our customer base worldwide. We would like to congratulate Maverick on a job well done, and express our thanks.” – Richard Hill, Global Director, INVISTA Engineering Polymers
Linda Andross, ABC President APEX Public Relations Inc. IABC/Toronto Executive Vice President 2012 OVATION Awards Judges Linda (@APEXLinda) is the President of APEX PR (www.apexpr.com), an award‐winning, Canadia partner managed agency. Creative, results driven and passionate are words used to describe APEX by both clients and its staff. A high‐performance, high‐energy communications agency that is fueled by innovation, strategic collaboration and senior‐level involvement, APEX has won numerous national and international awards. Linda is actively involved with IABC as the incoming 2012‐13 President, as well as with the ABC Accreditation College. She is actively involved in the future of the communications industry through her volunteer work on the advisory board of Centennial College and tweets about APEX related initiatives, entrepreneurialism for women and small business, and anything else that catches her eye. Iliana Arapis, ABC, MA Senior Director, Advancement The Michener Institute Iliana has worked in both public and private sectors spanning a 20 year career in Corporate Communications. With experience in financial services, not‐for‐profit and agency she is currently in education and health care, leading an Advancement portfolio at The Michener Institute that encompasses marketing communications, fundraising, events and alumni relations. Louise Armstrong Communications Consultant Louise Armstrong Communications IABC/Toronto VP, Professional Development Louise Armstrong has more than two decades of agency, corporate and government communications experience. As a co‐founder of Palette Public Relations, she managed national product launches and influencer campaigns for some of North America’s largest consumer goods companies. Prior to that, she co‐managed the consumer practice of MSL/Toronto and has also served as a public relations officer for Canada’s largest public school board and a speechwriter for the Ontario Government. Currently, Louise is a principal at Louise Armstrong Communications where she provides a range of service including freelance writing, media relations and event management to clients. Louise is in her third year on the board of IABC/Toronto and currently serves as its VP of Professional Development. Louise’s views on communications ethics can be found on her blog, www.acallforclass.com. Eric Bergman, ABC, APR, MC Consultant and Author Bergman and Associates IABC/Toronto Past President, 1994/1995 Eric has been judging accreditation portfolio submissions and awards program entries for more than 20
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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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these issues: phasing out coal, hig
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exposure. 7 Data released by the On
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1. Educate adult target audiences i
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Budget Resource Quantity/Effort/Cos
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Page 224 and 225: years. He is a former president of
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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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