Table of Contents 6 2012 OVATION Awards Winning Entries

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Steven Mills Senior Relationship Manager TMX Group Marketing Katherine Kolenchuk Co‐Director Web Coordinator Alzheimer Society of Canada Jill Noble Co‐Director Consultant, Communications and Marketing Canada Mortgage and Housing Corporation Shane McKenna Public Relations Coordinator Winners Jessica Hume Acting Communications Manager Toronto Region Immigrant Employment Council (TRIEC) Julie McFayden Associate Director, Public Affairs and Community Engagement Echo: Improving Women’s Health in Ontario Gio Samaniego Recent Graduate Seneca College Online Management System Beverly Fairclough Co‐Director Assistant, Public Affairs and Communications Purchasing Management Association of Ontario Suzanna Cohen, ABC Co‐Director Management, Communications and Employee Experience TD Bank Group Christopher Trotman Communications Strategist and Writer Sutton Compliance Communications
ABOUT THE INTERNATIONAL ASSOCIATION OF BUSINESS COMMUNICATORS (IABC) Founded in 1970, the IABC is a network of more than 16,500 business communication professionals across more than 70 countries and operating through over 100 chapters around the world. IABC/Toronto is managed by a volunteer executive board and is the largest chapter of the IABC. It provides members with the tools and resources to excel at all levels of their communication engagements. IABC/Toronto offers members many benefits including: networking and volunteer opportunities, recognition and awards, newsletters and email bulletins, career development centre, online discussions on the latest issues shaping the profession, and an opportunity to qualify as an Accredited Business Communicator (ABC). IABC is recognized as the professional association of choice for communicators who aspire to excellence. IABC is committed to establishing and supporting the highest professional standards of quality and innovation in organizational communication. For more information please visit http://toronto.iabc.com or call at 416‐968‐0264.
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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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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 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
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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 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
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Table of Contents 6 2012 OVATION Awards Winning Entries

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