Table of Contents 6 2012 OVATION Awards Winning Entries

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and is now a freelance writer and editor. She provides professional, stress‐free writing, editing and communications consulting services that help clients meet their business goals, budgets and deadlines. With a particular passion for developing white papers that demonstrate unique and compelling perspectives, Michela also creates engaging and effective website content that helps readers find what they’re looking for quickly, and crafts marketing copy, press releases, articles and brochures that are clear, persuasive and entertaining. Michela’s clients include professional and financial services firms, and small‐ to medium‐sized businesses across various industries. She regularly volunteers with IABC/Toronto, as well as the Green Party of Canada and she helps other people learn about writing well through her blog, How to Write a Great Story (http://www.mpasquali.com/blog/). Anna Relyea, BA, MA Director, Strategic Communications Ontario Science Centre IABC Canada East Region, Communications Director Anna Relyea was a business journalist before starting her diverse career in public relations and corporate communications more than 20 years ago. She contributed to successful PR agency campaigns in the travel and aerospace sectors before setting up the communications department at National Trust and developing communications programs at CIBC. Anna progressed to Heinz Canada where she spent seven years working on many aspects of corporate image building, marketing communications, media and government relations, issues management and crisis communications. Now Director, Strategic Communications, at the Ontario Science Centre Anna is leading a strategic communications program to advance the centre’s image and profile in the marketplace. She earned her B.A. and M.A. as well as a Certificate in Public Relations Procedures from the University of Toronto. Anna is an active member of the International Association of Business Communicators (IABC) and is a member of the board of IABC’s Canada East Region. Roberta Resnick, ABC, APR, BC, IABC Fellow Principal Roberta Resnick and Associates Bobbie Resnick gained her experience in public relations, starting in 1957, with Zurich Insurance Company and Morton International (salt and chemicals) of Chicago; sales communications with SmithKline Pharmaceuticals in Philadelphia; and between 1972 and 1985, all aspects of corporate and targeted communication for Libby’s and Nestlé of Canada in Toronto. An independent consultant in Toronto for the past 27 years, she has specialized in HR communication of employee policies and procedures and employee handbooks/managers’ guideline manuals ‐‐in addition to marketing/sales materials ‐‐ for organizations in such diverse fields as chemical and industrial production, health care, consumer package goods, the financial industry, computers and transportation. During those years, she also presented communication skills seminars for professional groups and client organizations and taught employee and marketing communication, among other subjects, in Corporate Communications/Public Relations programs for IABC International and at Seneca and Centennial colleges and Ryerson University. Now semi‐retired, she continues to accept specific communication projects and provide consulting services to existing and new clients; maintain contact with long‐time clients, IABC colleagues and former students who have become long‐time friends. She also attends local IABC networking events and helps whenever and wherever an extra judging/evaluation/input/opinion “body” is needed.
Daffyd Roderick, ABC Director, Corporate Communications Hydro One Daffyd is Director of Corporate Communications for Hydro One, Ontario's provincial electricity delivery utility. His area of focus includes issues management, media relations, public consultation, customer communications and employee engagement. As a journalist, his work appeared in Time Magazine, *Wallpaper, the Globe and Mail and Conde Nast Traveller. Linda Sadlowski, ABC Advisor, Corporate Communications RBC Financial Group Manager, Enterprise Employee Communications & Online Engagement, for RBC. My role involves creating an online environment for employees to learn about company strategy, business developments and achievements, while giving them an opportunity to become engaged with the story and the people featured in them. Barb Sawyers, MA Author Write Like You Talk – Only Better For 30 years, Barb Sawyers has helped organizations change and succeed through clear, compelling communication. She has written for a wide range of organizations, including Apple, the Arthritis Society, Bell Expressvu, the Canadian Life & Health Insurance Association, Honeywell, Carlton Cards, IBM, Livingston International, Manulife, the Ontario government, Providence Healthcare, St. Michael’s Hospital, Verde Group and Volunteer Canada. She blogs regularly at Sticky Communication and guest posts at Problogger, Ragan Daily, PR News and other popular sites. She has a master’s degree in journalism. For everyone who is writing more and struggling to engage readers, Barb wrote her book Write Like You Talk Only Better and is currently developing an e‐learning series called Writing is Serious Business. A long‐time IABC member, Barb has served on the professional development and other committees and led Professional Independent Communicators (PIC) and the chapter blog. Lorraine Smith, ABC, MPA Senior Policy Coordinator Ontario Ministry of Education Lorraine Smith is a public sector leader with communications and public policy development experience in the education sector. As an accredited, award‐winning communicator, she has extensive experience in developing and implementing communications and issues management strategies for the Ministry of Education and the Peel District School Board. Currently, she is responsible for oversight of a multiphased operational review process designed to build management capacity of Ontario school boards. Lorraine has earned 15 awards for communications excellence including IABC Gold Quill and Silver Leaf awards, and an Ontario Government Spotlight Award. She also serves as a volunteer on the Toronto Humane Society’s Governance and Nominating Committee. Lorraine holds a Masters degree in Public Administration from Queen’s University, a degree in Communications from Athabasca University and diploma in Public Relations from Humber College.
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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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o Incorporate a user‐friendly con
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Page 186 and 187: Sun Life and High Road partnered to
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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
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
Page 218 and 219: • Oakville hosted first‐ever Na
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 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 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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