Table of Contents 6 2012 OVATION Awards Winning Entries

persuaded to consider and ultimately sell MLSE because it was offered what it believed to be a fair
return on investment for Ontario’s teachers. The goal was to position this as the sale of a company that
happened to own sports franchises, rather than the other way around. Teachers’ communications
approach emphasized getting the right information to the right business journalists.
3. Goals and Objectives
There were two overarching goals for this communications program: to increase awareness of Teachers
as a savvy and honest investor and partner; and to protect the reputation of Teachers’.
Goal 1: Increase awareness of Teachers as a savvy and honest investor and partner
The sale of MLSE was a significant milestone for Teachers’. MLSE was one of the pension plan’s biggest
holdings (close to one per cent of total pension fund), and far and away its most public one. As a large
asset manager, it was paramount for the future successful operation of the pension fund that Teachers’
be perceived as the type of investor that other companies want to partner and do business with.
The objectives of this goal were to:
Generate over 50 million MRP impressions in the week following the press conference.
Ensure the story was seen as more than just a sports story, securing at least 25 million MRP
impressions outside of the business section in the week following the press conference.
Ensure at least 30 members of the media attend the press conference.
Goal 2: Protect the reputation of Teachers’
The second goal for this communications program was to proactively protect Teachers’ reputation. This
was a tall order given that the pension plan had been derided for years as an indifferent and selfinterested
owner of Toronto’s sports franchises. Additionally, it was important that the 295,000 active
and retired teachers support the sale, and perceive the pension plan as an organization that will make
decisions, even unpopular ones, to secure the retirement income of its members.
The objectives of this goal were to:
Ensure that less than 10 per cent of the coverage had a negative tone (as judged by FP
Infomart).
Maintain control over and play prominent roles in the sale press conference.
4. Solution Overview:
The communications strategy to support Teachers’ sale of MLSE was multifaceted and aimed to reach its
target audiences. Tactics included:
Media relations throughout the campaign
Monitored media coverage during the course of the campaign and used key learnings to
determine future strategies.
Prepared contingency media strategies to counteract potential leaks and intervention from
other parties.
Developed key messages to position Teachers’ as an honest negotiator and a savvy investor.