Table of Contents 6 2012 OVATION Awards Winning Entries

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Judy Lewis Co‐Founder and Executive Vice President Strategic Objectives Judy Lewis is the co‐founder and executive vice president of Strategic Objectives and provides strategic senior counsel to many of Canada’s leading organizations to advance market position, brand strength, and positive media profile and reputation. Strategic Objectives is the 2011 IABC/Toronto PR Agency of the Year and its campaign for The Body Shop Stop Sex Traffic of Children and Young People won an OVATION Award of Excellence and the People’s Choice Award. Strategic Objectives has won more than 100 prestigious top national and international awards, including numerous Gold Quill Awards of Excellence and the United Nations Grand Award for Outstanding Achievement in Public Relations. Judy is a member of Canada’s Top 100 List of Women’s Business Owners, and has been honoured with the Queen’s Golden Jubilee Medal and the 2012 Queen’s Diamond Jubilee Medal for her significant contributions and achievements to the communications field. Ruth Lewkowicz Principal Communications Advantage Ruth helps organizations with complex, challenging and comprehensive communications needs effectively connect with the audiences they need to reach. Specializing in health care, she has extensive experience in the public, private and nonprofit sectors. Sylvia Link, ABC, APR Head, Strategic Communications Ontario Ministry of Education Sylvia Link, APR ABC Head of Communications and Stakeholder Management Early Learning Division, Ontario Ministry of Education Sylvia Link leads communication and stakeholder engagement for child care and the new full‐day kindergarten program in Ontario. Before joining the Ontario Ministry of Education, Sylvia served as manager of communications for one of North America's largest public school districts. Prior, she worked as a health care PR. Sylvia teaches teaches Communications Management at Guelph University. As well, she has taught internal communications in the Corporate Communications post‐graduate program of Sheridan College. She also conducts communication audits for Canadian school boards and educational associations. Sylvia is the recipient of numerous professional awards, including the Gold Quill Award of Excellence and Business Issue Award from IABC. Carrie MacAfee Communications Specialist Ontario Power Generation IABC/Toronto Past President Carrie MacAfee is the immediate past president of IABC/Toronto and has been enthusiastic about volunteering since joining IABC in 2000. During her day job, she develops and delivers strategic employee communication at Ontario Power Generation. As an award‐winning communicator with both an IABC/Toronto OVATION and IABC Gold Quill award, Carrie is enthused about using her communication and project management skills to build understanding, discover new solutions and
improve processes. Maryjane Martin, APR President M.J. Martin & Company Maryjane Martin, APR, is a seasoned communication management consultant specializing in corporate and internal communication. Clients include financial service and technology companies, government ministries and agencies and healthcare organizations. Recently named “Public Relations Professional of the Year” by CPRS Toronto, Martin has won national awards for writing and communication planning and has been a blue ribbon judge for the IABC Gold Quill Awards. She has authored a number of articles on communications planning and corporate communication. Martin has a Master’s of Science degree in Communication Management from Syracuse University and teaches public relations at Ryerson University. Wendy McLean‐Cobban, CMP, ABC Manager, National Practice Area Communications Canadian Institute of Chartered Accountants Wendy McLean‐Cobban, CMP, ABC, Manager, National Practice Area Communications, The Canadian Institute of Chartered Accountants Wendy has over 14 years experiences as a communications, marketing and events professional working in both the financial and association sectors. She is currently working on her Masters of Communications Management (MCM) at McMaster University. She received her undergraduate degree from the University of Guelph and Public Relations Certificate from Ryerson Polytechnic University. Wendy also holds both the Accredited Business Communicator (ABC) and Certified Meeting Professional (MPI) accreditations. Catherine Perry, ABC, HBA Director, Marketing and Creative Services Ryerson University Cathy Parry brings over 20 years of marketing and communications experience in the energy, financial, telecommunications and advertising industries. Most recently she was at Toronto Hydro Electric System where she lead a team responsible for the development and implementation of brand and communications strategies across a broad portfolio of functions including marketing communications, digital & interactive , sponsorships, advertising, community relations, direct marketing and design. She was responsible for the design and development of multiple energy conservation programs, corporate research initiatives and the implementation of a corporate wide Customer Experience Program. Cathy and her team won numerous awards for these initiatives including Canadian Public Relations Society's Creative Campaign of the Year (2009) and Communications Department of the Year (2010). Cathy is an accredited member of the International Association of Business Communicators and holds a Bachelor of Arts Degree in Economics from the University of Waterloo. Michela Pasquali, ABC Writer, Editor and Consultant mpasquali.com Michela spent 15 years writing and editing for newspapers, magazines, and corporate communications,
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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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not impact the budget, members of t
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Page 182 and 183: o Incorporate a user‐friendly con
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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
Page 196 and 197: o Barrick Tanzania/Zambia 6,700 o B
Page 200 and 201: We include special inserts in selec
Page 202 and 203: success stories in Issue 1 alone)
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
Page 214 and 215: But most importantly, we surpassed
Page 216 and 217: Specific demographics can be drille
Page 218 and 219: • Oakville hosted first‐ever Na
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 226 and 227: The Executive Roundtable, a profess
Page 228 and 229: with Holocaust Education Week. Tova
Page 230 and 231: uilding and leading global teams ac
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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