Table of Contents 6 2012 OVATION Awards Winning Entries

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with Holocaust Education Week. Tova Glass, ABC Communications Specialist Cancer Care Ontario Tova Glass is currently a communications specialist at Cancer Care Ontario where she supports the Access to Care program. Nandy Heule, ABC, MA Principal Heule Communications Nandy Heule, owner of Heule Communications, offers clients a strong combination of PR savvy, project planning skills and a writing experience. She has a proven track of executing award‐winning public relations strategies. For the past 20 years, Nandy has worked with CEOs, Bay Street accountants, and aid workers in rural Africa to help them tell their stories to editors, clients, donors and employees. Organizations she has worked for recently include Canadian Blood Services, the International Institute of Business Analysis, Oikocredit International, Eenhoorn LLC, and numerous non‐profits. Nandy launched her career as a staff news reporter. She attended the University of Western Ontario where she earned an MA at the Graduate School of Journalism. Nandy is an active member of the International Association of Business Communicators and received her accreditation in spring 2006. Trell Huether Senior Account Manager Citizen Optimum IABC/Toronto President Trell Huether is an imaginative communications practitioner with more than 12 years of agency experience. A Senior Account Manager at Citizen Optimum, he specializes in strategic communications planning, project management and media relations. His diverse background has included leading national media relations campaigns, opening large‐scale entertainment venues, product launches and implementing stakeholder engagement programs. A well known volunteer in the communications community, Trell is currently serving as IABC/Toronto’s President in his seventh year on the executive board. Susan Johnston, ABC, MBA, MCC (IAC) Communications Coach It’s Understood Communication IABC/Waterloo President Sue Johnston believes real conversation is our most powerful business tool. That’s an idea she expands in her book, “Talk To Me: Workplace Conversations That Work,” published earlier this month. Face‐toface communication is at the heart of her work as a trainer and coach at It’s Understood Communication, Inc., where she helps individuals and project teams create better outcomes through improved interactions. Before starting her own business, Sue managed employee communications at TD Bank and Bank of Montreal and worked with communication agencies in Bermuda. A long time IABC volunteer and former Canada East Region chair, Sue is the current president of IABC Waterloo.
Paree Katharos, ABC Manager, Marketing Communications John Hancock Retirement Plan Services Paree Katharos, an IABC member since 1997, is a dynamic, award‐winning Accredited Business Communicator (ABC) with more than 15 years of experience in delivering results. During that time, she’s worked in many industries – from telecom and technology to financial services and healthcare – giving her unique insights to the challenges and opportunities within an organization. And her experience in all aspects of public relations, including internal/corporate communications, media relations, and B2C and B2B marketing, help her deliver well‐researched, strategic and targeted programs that have: • Improved organizations' internal and external communication systems; • Increased awareness for organizations within their community; • Strengthened organizations' relations with key external and internal client groups; and • Supported business strategies and initiatives, benefiting the organization's bottom line. Paree has a double specialist degree in Political Science and History, post graduate certificates in both Advertising and Public Relations, and her Canadian Securities Course. Bill Kennedy Executive Director, Corporate Communications Liquor Control Board of Ontario Bill Kennedy is responsible for bringing plans, initiatives and information concerning the LCBO to the attention of the general public and stakeholders. Corporate Communications serves as the corporate focal point for media relations, provides communications advice and services to LCBO management and staff, takes a leadership role in employee communications and social responsibility advertising, and is responsible for French language services in compliance with the French Language Services Act. Bill has more than 30 years' experience in communications, working in both the public and private sectors. He received MADD Canada's Citizen of Distinction Award in September 2010 for championing LCBO's efforts to promote responsible drinking, help prevent drinking and driving and raise funds for MADD Canada. LCBO Corporate Communications has received more than 90 awards in competitions, many of them international in scope. Ian Kinross, MA, ABC Principal Kinross Communications Ian is a senior communications professional with experience in the finance, health, energy and nonprofit sectors. His key areas of expertise include communications strategy, client insight, and management of editorial and creative services. A journalist by training, Ian has a passion for understanding customers and their stories, and using client insight to develop effective communications strategy. He consults in the Toronto area. Brigitte Kocijancic, ABC Director, Communications CIBC Brigette Kocijancic, ABC, is an award‐winning communications executive with over 16 years experience
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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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features available and to embrace t
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Page 182 and 183: o Incorporate a user‐friendly con
Page 186 and 187: Sun Life and High Road partnered to
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
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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 224 and 225: years. He is a former president of
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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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