Table of Contents 6 2012 OVATION Awards Winning Entries

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years. He is a former president of IABC/Toronto and former chair of IABC's international accreditation council. He is accredited by IABC and CPRS, and was named a master communicator in 2002. Amanda Brewer, ABC Principal ABCo. IABC/Toronto Past President, 2003/2004 Amanda Brewer brings more than 15 years of communications and public relations experience to her clients. During her career, she has provided counsel to both private and public sector clients in regulated industries such as broadcasting, financial services, mining and metals, and gaming with an emphasis on corporate reputation, public relations and issues management. Amanda has worked with executives to create visibility with the media, shareholders, and key influencers; overseen a variety of public relations initiatives; and implemented communications programs designed to deliver on business priorities. Currently Amanda runs her own communications consultancy called ABCo and continues to service clients in a variety of different industries. Amanda is also a partner in TRM Consulting, which provides communications and public affairs assistance specific to the land‐based and online gaming industries. Amanda is an accredited member (ABC) with IABC and is a past‐president of the chapter in Toronto. John Cappelletti, ABC, M.Ed Manager, Stakeholder Relations CAAT Pension Plan John is an experienced corporate communications professional with achievements in building and managing the reputations of high‐profile pension funds. He is currently manager of Stakeholder Relations for the Colleges of Applied Arts and Technology (CAAT) Pension Plan and has worked for the Ontario Teachers’ Pension Plan, the CPP Investment Board and OMERS. John acts strategically and uses prudence, diplomacy and discretion to manage the reputation risk of an organization. He earned his M.Ed. in educational administration from the University of Toronto, is an accredited business communicator and has been a proud member of IABC since 1984. Brent Carey, ABC Director, Communications Mattamy Homes Limited IABC/Toronto Past President, 2009/2010 Brent Carey, ABC, is a senior communications leader with 18 years of experience at leading organizations, across a wide range of communications disciplines, including employee communication and engagement, issues and reputation management, media relations and marketing communication. He is currently Director of Communications at Mattamy Homes, based in Oakville, and has held roles with KPMG International, Deloitte Canada, CIBC, TD Bank, and Imperial Oil. Brent is currently the Chair of the IABC World Conference Program Advisory Committee, and is a past president of IABC/Toronto. He graduated from York University with an honours degree in Communications and English, and is also an accredited financial planner. Tracy Chrisholm, ABC Principal T Chrisholm Communications
An award winning, accredited communicator, for almost 20 years Tracy has been working with senior executives to achieve business goals through communications. Tracy is currently the principal of T Chisholm Communications and over her career Tracy has worked across several sectors with industry leaders including Sobeys, University Health Network and Maritime Life. As a management consultant, Tracy is supporting clients in the areas of strategic communications planning, executive counsel and change communications. Tracy received an Accredited Business Communicator designation from IABC in 2011 and recently completed a change management certification. While Tracy now calls Toronto home, her heart is in Nova Scotia where she received a Bachelor of Public Relations from Mount Saint Vincent University. Suzanna Cohen, ABC Manager, Communications and Employee Experience TD Bank Group Suzanna has 15 years of experience in internal and external communications marketing, market research, and event management in industries ranging from financial services to residential construction and professional services. Currently, Suzanna works for TD Bank Group supporting internal and external communications for the bank's focus on fostering a diverse and inclusive culture for the bank's employees, customers and the communities it serves. She also has extensive experience in IABC awards judging, having served as a director of the IABC/Canada Silver Leaf awards and OVATIONS judging co‐ordinator. In her spare time, Suzanna volunteers with a number of charities and has had the privilege of providing communications support for visits by two members of the Canadian Royal Family and Pope John Paul II. Jennifer Conron Marketing Manager du Toit Allsopp Hillier As marketing manager at DTAH, an architecture, landscape architecture, and urban design firm, Jennifer is a key member of the business development team with a focus on strategic communications. With over 15 years of experience managing communications in the design and construction industry she has a solid understanding of the many factors that influence building and development. Along with experience in the architecture, engineering and legal sectors, Jennifer also managed communications at the Ontario Association of Architects where she collaborated with committee members on the OAA's quarterly journal Perspectives, the Honours and Awards program, and the redesign of the OAA website. Jennifer has a Bachelor of Architecture from the University of Toronto, a Bachelor of Administrative and Commercial Studies from the University of Western Ontario, and is a LEED Accredited Professional. She is currently chair of the Canada Green Building Council Greater Toronto Chapter awards committee. Jacqui d’Eon, ABC, MC, P.Eng Principal The Communications Department Jacqui is an active volunteer with IABC who has been honoured with the Master Communicator designation in recognition of her professional accomplishments and contributions to the profession. She recently started, the Communications Department, dedicated to helping organizations meet their strategic growth objectives with professionally managed communications. She also is a Facilitator for the
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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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Ontario are facing the same crisis
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Page 190 and 191: Secondary Audience: MaRS partner an
Page 192 and 193: Objective 5: Quantitative objective
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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 216 and 217: Specific demographics can be drille
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Page 220 and 221: Through extensive consultation with
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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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