Table of Contents 6 2012 OVATION Awards Winning Entries

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2011/2012 IABC/Toronto Board of Directors President Trell Huether Immediate Past President Carrie MacAfee Executive Vice President Linda Andross, ABC Accreditation & Standard Cyrus Mavalwala, ABC Association Management Sharon Beattie Awards Katie O’Dell Finance Christine Andrew, MBA Marketing Communications Ashley Weinhandl Member Communications Marcia Ross, ABC Membership Paulina Callaghan, ABC Networking & Special Events Stephanie Engel Professional Development Louise Armstrong Volunteer Services Amanda Flude
2012 OVATION Awards Gala Committee Members Katie O’ Dell VP, Awards Consultant Environics Communications Inc. Awards Aarethi Edward Co‐Director Student Centennial College Elizabeth Pek Consultant Kaitlin Hazen Bobbie Resnick Philanthropy and Student of the Year Awards Account Coordinator Environics Communications Inc. Karen Madho People’s Choice Specialist, Government Relations CNIB Catherine White Call for Entries Senior Marketing Specialist Willis Energy Services Scott Holtby Student Centennial College Gala Juliet Paul‐Kamanu Director Coordinator Nestle Canada Inc. Danique Williams Student Centennial College Sacha Vaz Public Relations Intern MSLGroup Canada June Too Communications Services Officer Independent Electricity System Operator Carolina Salcedo Account Coordinator The Siren Group Mallory Tardo Communications Specialist Sobeys Shawn Griffiths Manager, Public Relations Certified General Accountants of Ontario Stephen Derksen Specialist, Interactive Marketing ING DIRECT Canada Materials Kate Blackwell‐Poretta Co‐Director Corporate Communications Specialist Southlake Regional Health Centre Sheena Campbell Co‐Director Communications Specialist, Writer, Editor Freelance Julian Carodozo New Media Specialist OACCAC Jacqlyn Marcus Team Lead, Governance and Communications Foresters Sarah Aspinall Web/Intranet Administrator College of Nurses of Ontario Sarah Paul Associate Editor Great Southern Press Kent Anjo Consultant Seneca College Melissa Londono Marketing and Communications Intern SickKids Foundation Chantelle Ng Communications Coordinator Ontario Association of Architects Sheri Strickland Corporate Communications Writer Ontario Power Authority Samuel Dunsiger Writer and Communications Specialist Freelance Sponsorship
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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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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
Page 196 and 197: o Barrick Tanzania/Zambia 6,700 o B
Page 198 and 199: OVATION Awards Winning Entry Commun
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
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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 234 and 235: and is now a freelance writer and e
Page 236 and 237: Daniel Tisch, APR President and CEO
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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