Table of Contents 6 2012 OVATION Awards Winning Entries

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The Executive Roundtable, a professional engineer and a certified management consultant. She enjoyed a 20 year career with P&G before starting her first business, JAd’E Communications Ltd. which she successfully operated for five years before joining Deloitte, one of her clients, as their Chief Communications Officer ‐ a position she held for nine years. Jacqui’s value as an advisor lies in her ability to grasp the subtle and broader implications of a situation through listening and insightful probing, and to apply her experience and analytical skills to identifying the most strategic solutions. Dana Dean, APR Senior Manager, Sales Communication Royal Bank of Canada Dana Dean, APR, is an accomplished communications professional with a proven track record of designing, implementing and managing successful corporate communications that drive business results. At RBC, Dana develops integrated change communications strategies that ensure employees understand and deliver on RBC’s value proposition and brand. She also creates strategies that drive revenue growth for RBC shareholders. Her areas of expertise include: organizational change communications, employee communications, crisis and issues management and social media. Prior to joining RBC, Dana worked for leading international communications agencies providing strategic communications counsel to a wide variety of clients including: Proctor & Gamble, IBM, Mattel, California Wine Institute, Hong Kong Economic & Trade and Japanese External Trade Organizations. She has won numerous communications awards and is an active member of both the International Association of Business Communicators and Canadian Public Relations Society. She holds an APR accreditation and is a past‐president of the CPRS Toronto chapter. Stephanie Engel Vice President APEX Public Relations Inc. IABC/Toronto VP, Networking and Special Events A seasoned PR professional with more than 17 years communications experience, Stephanie has a strong background in both the consumer and health and wellness fields. Within these areas, she applies her expertise in media relations, event management and stakeholder relations, in helping her clients drive their business development goals. As a Vice President at APEX, she is involved in the strategic planning and execution of consumer campaigns for a number of leading brands including Walmart, Nestle and Coty Canada. Prior to joining APEX, Stephanie ran the consumer practice at a Toronto‐based agency where she led major accounts, such as Evian, Coca‐Cola and Robin Hood. She also spent several years as PR Manager for a major pharmaceutical firm, managing both corporate and product communications. Stephanie holds a B.A. Honours in English Literature from McGill University, and is a graduate of the post‐secondary program in public relations at Humber College. She is also a member of the IABC Toronto Board, and VP of the Networking & Special Events portfolio for the chapter. Morag Farquharson, ABC Manager, Communications Scotiabank Morag is a communication professional with more than 20 years’ experience specializing in human resources and employee communication. She began her communications career at a multi‐employer pension plan, then worked for over eight years in HR communication consulting, executing
communication programs related to pension, retirement and stock savings plans, as well as traditional and flex benefit plans. She currently works at one of Canada’s leading financial institutions, where she established the communication function in one of its key support functions, and oversees multi‐faceted communication programs related to changes in salary and incentive pay, performance management, career development, employee satisfaction surveys, and talent recruitment. She is a past Benefits Canada Communication Awards winner, as well as a Gold Quill and Ovation Award winner. She served for several years on the IABC/Toronto Board, and has judged for Ovation and chapter management award programs since becoming accredited in 2008. Cheryl Fletcher, ABC Director, Internal Communications RBC Insurance Cheryl Fletcher, ABC, is Senior Manager, Internal & Leadership Communications for RBC Insurance. She has more than 20 years of communications experience in a wide variety of roles at RBC and Rogers. Cheryl has been a member of IABC since 1995 and earned her ABC in 2010. She has a passion for organizational change communications and co‐authored the IABC manual “The Complete Guide to Integrated Change Communication: Best Practices for Major Announcements”. Cheryl has two IABC Silver Leaf Awards of Merit and three IABC Toronto Ovation Awards of Excellence. Nancy Gale, ABC Director, Strategic Communications Mississagua Halton CCAC Nancy Gale Director, Strategic Communications and Stakeholder Management Mississauga Halton Community Care Access Centre (CCAC) Nancy Gale is an award‐winning and accredited communicator through the International Association of Business Communicators (IABC). Nancy manages the Mississauga Halton CCAC’s strategic communications planning and stakeholder management to position and promote the brand of this community‐based health service provider at the vanguard of providing quality home care. Nancy has broad experience as a marketing communication professional in both the private and public sectors ‐ at all levels. Prior to joining the Mississauga Halton CCAC, Nancy served as Marketing Communications director for Trillium Health Centre in Mississauga; communications lead for the Toronto District School Board; at Bell Canada's enterprise divisions; and both the Ontario and federal governments. A recipient of an IABC Ovation Award of Excellence in 2007, Nancy also won Bell Canada's Marketing Excellence Award and IP World's Best in Show Award in 2004. Ellen Gardner, ABC Principal Write to Know Communications Ellen Gardner is an accredited and award‐winning communicator. She started her own business, Write to Know Communications, in 1998, and began doing a series of maternity leave contracts in a wide variety of sectors and businesses. She managed internal communications and philanthropy at Hewlett Packard, did internal communications and community relations at Honeywell, marketing and public relations in family health and long term care at the Region of Peel, and communications for the business school at KPMG. Ellen is currently the Marketing and Communications Manager at HIROC (Healthcare Insurance Reciprocal of Canada). She is still actively engaged with her freelance clients and in her offtime is an IABC mentor, is on a dragonboat team, sits on the board of Best Start Peel and is a volunteer
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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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produced and printed in‐house at
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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
Page 208 and 209: It was determined that given other
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
Page 222 and 223: RESULTS October 2011 officially mar
Page 224 and 225: years. He is a former president of
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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