Table of Contents 6 2012 OVATION Awards Winning Entries

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OVATION Awards Winning Entry Communication Management Media Relations with budget up to $50,000 AWARD OF MERIT Entrant’s Name: Martha McKimm Organization’s Name: TD Bank Division/Category: Division 1, Category 4a (Media Relations with budget up to 50k) Title of Entry: TD Summer Reading Club Time Period of Project: June 16, 2011 – July 31, 2011 Brief Description According to Statistics Canada, 42% of Canadians do not have the day‐to‐day reading skills they need. Reading six books during the summer can help children maintain their reading skills, and reading even more books will help improve those skills. As Canada’s largest reading club, the TD Summer Reading Club helps kids improve their reading skills and reduce summer learning loss while having fun. For the past 16 years TD has supported the TD Summer Reading Club in partnership with Libraries and Archives Canada and the Toronto Public Library. The national program is designed to encourage kids, 12 and under, to participate in summer reading activities. Each year, the activities are designed around a unique theme (2011 theme was Splash) and are promoted in libraries across Canada. TD is passionate about maintaining interest and participation in this long‐standing community program and wanted to promote the 2011 Summer Reading Club as a smart summer activity for young Canadian minds. Business Need/ Opportunity TD invests in communities to make a positive impact where it does business and where its customers, clients and employees live and work. Community Giving in Canada is focused on Education and Financial Literacy, Creating Opportunities for Young People, and the Environment. TD’s long standing support of the TD Summer Reading Club is one of the many ways TD works to make a difference in its communities. TD’s objective is to continue to raise awareness of, and participation in, Canada’s largest reading club, creating a positive impact on children’s reading and keeping young minds stimulated over the summer months. Intended Audiences Primary: Secondary: Also: Parents with young children Children 11‐13 yrs Employees, customers, key stakeholders and the community at large The goal was to drive awareness of the program nationally, as well as in the community. Both print and online media influencers were targeted.
Goals/ Objectives OBJECTIVES 1. Generate awareness of TD’s commitment to children’s literacy in the community. 2. Increase the number of children participating in the TD Summer Reading Program. 3. Increase consumer awareness of TD’s support for children’s literacy. GOALS Achieve 8 million media impressions Increase program participation by 5% Obtain quality coverage in key Canadian media outlets Solution Overview “TD Summer Reading Club Makes a Splash” The 2001 Splash thematic presented MSL Canada with the opportunity to leverage the program in a creative way to gain maximum exposure. Media engagement was targeted via five waves of outreach: Media Kickoff Event & National News Release Distribution Aimed at officially launching the 2011 program as well as announcing TD’s funding commitment and renewal support of the TD Summer Reading Club Event took place at a downtown Toronto library, and was attended by a local school class; library space was decorated with Splash‐themed props including beach towels, sand toys, etc. Event provided speaking and photo opportunities Distributed national news release and photo from event to media Both profiled Frank McKenna, TD Bank Group deputy chair and literacy champion Media Drops Created to engage media beyond a standard phone or email pitch Water‐themed media drops were sent; media received a sand bucket with kids’ goggles, rubber ducks, books and a themed pitch card Matte Stories Written to reach communities across Canada, with engaging tips for parents on how to keep their kids busy throughout the summer Mom Blogger Outreach MSL Canada developed targeted and customized communications with mom bloggers to participate in the program and blog about their experience MSL Canada conducted aggressive follow‐up to secure coverage across Canada, ensuring that TD’s Summer Reading Club made a Splash in Canada’s media outlets. Implementations and Challenges
Page 2 and 3: Table of Contents 4. A Message from
Page 4 and 5: A Message from the IABC/Toronto Pre
Page 6 and 7: 2012 OVATION Awards Gala Sponsors W
Page 8 and 9: Media Relations with budget up to $
Page 10 and 11: Entrants: Judy Lewis, Tara McCarthy
Page 12 and 13: Award of Merit Title of Entry: McDo
Page 14 and 15: Award of Merit Title of Entry: Rimm
Page 16 and 17: Award of Merit Title of Entrant: Ci
Page 18 and 19: Award of Merit Title of Entry: RECO
Page 20 and 21: Award of Excellence Title of Entry:
Page 22 and 23: over fifty years of successes as a
Page 24 and 25: 5. Use social media as a conduit fo
Page 26 and 27: hosting a variety of fundraising ev
Page 28 and 29: “The world recognizes the Nike lo
Page 30 and 31: generate widespread awareness of th
Page 32 and 33: In addition to pre‐campaign consu
Page 34 and 35: OVATION Awards Winning Entry Commun
Page 36 and 37: • Volunteer Quiz (What’s your V
Page 38 and 39: even a one‐day delay in the appro
Page 40 and 41: Measurement/Evaluation of Outcomes
Page 42 and 43: Complicating the situation was the
Page 44 and 45: Develop a comprehensive news packag
Page 48 and 49: To resonate with the target audienc
Page 52 and 53: Implementation: MSL Canada executed
Page 54 and 55: generally about current events and
Page 56 and 57: and consumer attention in an authen
Page 58 and 59: stations). UPS wanted to reach both
Page 60 and 61: leading up to UPS’s peak day ‐
Page 62 and 63: 3. Goals and Objectives: The progra
Page 64 and 65: See: Work Sample 8 ‐ SBUX40 ‐ O
Page 66 and 67: would influence the target, tone an
Page 68 and 69: Issued four press releases at key i
Page 70 and 71: For the media relations component o
Page 72 and 73: Excited by fashions and news trends
Page 74 and 75: 5. Implementation and Challenges: W
Page 76 and 77: INTENDED AUDIENCE/STAKEHOLDERS The
Page 78 and 79: TFC identified key major English pr
Page 80 and 81: • CEO Road Tour: TFC secured 26 m
Page 82 and 83: In Quebec, a lack of education exis
Page 84 and 85: According to a recent survey commis
Page 86 and 87: • Car owners, homeowners and rent
Page 88 and 89: know that they were covered by thei
Page 92 and 93: Indigo’s public relations team pr
Page 96 and 97: durability. Because cork flooring o
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offers both infinite design possibi
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OVATION Awards Winning Entry Commun
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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
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Secondary Audience: MaRS partner an
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Objective 5: Quantitative objective
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In addition, in 2011, Barrick faced
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o Barrick Tanzania/Zambia 6,700 o B
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We include special inserts in selec
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success stories in Issue 1 alone)
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• People‐oriented vs. regulatio
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It was determined that given other
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udget allocated to YouTube promotio
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But most importantly, we surpassed
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Specific demographics can be drille
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• Oakville hosted first‐ever Na
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Through extensive consultation with
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RESULTS October 2011 officially mar
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years. He is a former president of
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The Executive Roundtable, a profess
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with Holocaust Education Week. Tova
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uilding and leading global teams ac
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Judy Lewis Co‐Founder and Executi
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and is now a freelance writer and e
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Daniel Tisch, APR President and CEO
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2011/2012 IABC/Toronto Board of Dir
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Steven Mills Senior Relationship Ma
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